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Top 6: April 6th 2016
Experiential
UNICEF France: H2O FilterTop 6: April 6th 2016
Humanitarian organisations used the opportunity to raise awareness on the global issue of the lack of access to clean water. UNICEF France took action again this year, with their inaugural launch of “Water Challenges”. As part of this initiative, everyone can get involved via the exclusively digital campaign, “H2O Filter”.
The idea? Collecting water in our Twitter accounts and giving it to those who need it most. The socially-responsible campaign “#H2Ofilter” will be promoted by Laurence Ferrari, the “Water Challenges” sponsor. Several celebrities have also signed up to the cause and are committed to communicating its message. On 16th March, they launched a campaign inviting followers to filter their personal Twitter accounts. Instead of simply using Twitter as a communication channel, the “H2O Filter” campaign has placed the site at the very heart of its strategy. The experience was fun and unique: internet users could filter their Twitter account to extract Hs, 2s and Os in order to create virtual water molecules. Once transformed into a donation, this water became very real and helped fund programmes that improved access to clean water. To round off the strategy, the campaign took to the streets: JCDecaux was advertising the campaign on its 52 digital screens along the La Défense esplanade on Monday 21st and Tuesday 22nd March.
- Account Managers: Caroline Darmon, Elodie Orosco, Louise Riu Also best this week |
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