WaterAid appoints Kitcatt Nohr to target younger supporters

WaterAid, the international non-government organisation, has appointed integrated agency Kitcatt Nohr Alexander Shaw to create a campaign to recruit younger supporters.

WaterAid/Layton Thompson
WaterAid campaign

The campaign will be WaterAid’s first campaign targeting 30-50 year olds who have an interest in supporting international development causes, the organisation usually targets older consumers.

WaterAid aims to improve access to safe water, hygiene and sanitation in some of the world’s poorest communities and this campaign sees a shift in its messaging from its usual water message to a sanitation message.

The campaign is the first step revealed as part of a six-year global strategy launched by WaterAid at the end of last year.

Kitcatt Nohr will collaborate with WaterAid’s media agency MC&C on the campaign.

Amy Faulkner, supporter recruitment team manager at WaterAid says: “We hope the campaign we develop together will help us to achieve our fundraising targets for this year by engaging a new, younger audience of supporters as well as get the critical issue of sanitation talked about more widely.”

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