Digital Campign of the Week: WaterAid

Children in Britain and Zambia recite the playground song Diarrhoea, Diarrhoea in contrasting styles as part of a campaign to raise money to improve sanitation

Campaign: dig toilets, not graves
Campaign: dig toilets, not graves

What is it?

Dig toilets, not graves – an integrated campaign by WaterAid to recruit new supporters.


What is it about?

The campaign, which began on Monday, highlights poor sanitation in the developing world. Targeted at 35-to-50-year-old professionals, it shows how building toilets can save thousands of lives by stopping the spread of diarrhoea.



The main activity is a one-minute TV advert, which is also available online. It will broadcast on Sky One, Living, Discovery, Bravo, More 4 and Sky Sports. Other campaign activity includes a viral ad, online display ads and this microsite


What does the advert show?

The ad begins by showing children from a primary school in the London borough of Hackney giggling as they sing the playground song ‘Diarrhoea Diarrhoea’.  It begins: "When it comes out your bum like a bullet from a gun, diarrhoea, diarrhoea."

It later cuts to a child in Zambia, who says sombrely: "When it’s just killed your sister and you’re really going to miss her, diarrhoea, diarrhoea." The TV ad asks viewers to text "dig" to 88008, call 0800 088 7088 or visit to find out how they can help.


Who created the ad?

Kitcatt Nohr Alexander Shaw. The campaign continues throughout this month and September. The cost of the campaign is undisclosed.


Third Sector verdict:

A professional-looking campaign with a simple, powerful advert at its core.

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