ActionAid's latest TV campaign features a real community in Mozambique instead of actors, in a bid for authenticity.
The decision contrasts with the policies of some other charities that expressly avoid using images of their beneficiaries in fundraising and campaigning materials.
"Using real people in a real situation instead of fabricating a story reflects the ActionAid brand value of being modern, brave and honest," said Gail Cookson, client services director at Watson Phillips Norman, the agency that created the ad. "All individuals in the ad are shown in a dignified way."
The 90-second spot, ActionAid's first since 1997, tells the story of Rosa, a girl from Mozambique, and follows her as she walks for hours to collect safe water and mourns the loss of her friends and mother. Unusually, the script was written on location.
The international development agency hopes to generate 300 child sponsors from the ad, shown this month on satellite channels.