WaterAid is launching a TV advertising campaign that it says has "deliberately broken away from the traditional charity ad formula" in response to the public’s desensitisation to traditional fundraising tactics.
Developed by the creative agency Atomic London, the Rain for Good campaign focuses on the progress WaterAid has made, rather than the problems it faces.
The film, which was shot by RSA Films in Lubunda, in northern Zambia, will air from 30 October to 31 December on prime-time TV, asking for a £3 one-off donation.
The film focuses said on Claudia, a 16-year-old student, who WaterAid says has seen her quality of life improve greatly as a result of gaining access to clean water. "The audience is presented with a happy, energetic community, now able to do everyday activities like laundry and farming, while also having time to chat and play," charity said of the film.
The charity said that it had "deliberately broken away from the traditional charity ad formula to create something positive and centred around the progress it has made as a global charity".
It added that it had taken such an approach because it was aware that people in the UK were "becoming desensitised to some traditional charity fundraising tactics".
Last week, Marcus Missen, director of fundraising and communications at WaterAid, said during a session at the International Fundraising Congress in the Netherlands that the existing model of fundraising was "broken" and urged charities to focus on engaging potential donors over a longer period rather than immediately asking them for money.