Water Aid (2016)

Question 1

Background information

Answer 1

• charity WaterAid founded in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education
• works in 34 countries across the world in Africa, the Americas, Asia and The Pacific and Europe

Question 2

Six values of water aid?

Answer 2

Respect
Accountability 
Courage
Collaboration 
Innovation 
Integrity

Question 3

WaterAid Advertisement

Answer 3

• created October 2016 by the independent creative agency “ Atomic London” who’s slogan is “ never quiet”
• the WaterAid advert is entitled “ Rain For Good”
• shot in Lubunda, northern Zambia from 30th of October to 31st of December 2016 asking for a one off donation of £3

Question 4

Who does it star?

Answer 4

-Claudia, 16year old Zambian student

Question 5

Aim of Ad?

Answer 5

Show a positive representation of how communities benefit from what we take for granted: clean water, decent toilets and good hygiene

Question 6

Social and Cultural Context

Answer 6

• Telethons such as comic relief and children in need regularly raise amazing dimes of money but encouraging audiences to fundraise and donate.
• campaigns used to emohasied social injustices in certain parts of the world

Question 7

How did WaterAid Target audiences?

Answer 7

• subverted from stereotypical charity advertisement tactics due to the desensitised audience
• through social media ( audience is culturally competent as they are asked to text their donation)
• through the use of a real young woman (the audience follow Claudia in the advert, which encourages them to identify personally with her and her positive story.
• The website allows the audience to find out more about her and the making of the advert.
• Personal involvement in the story may encourage audiences to donate money

Question 8

The song

Answer 8

•The song will be recognised by an audience and provides nostalgia, as the original song was released in 1990 suggesting a demographic of 30 to 40-year-olds with some disposable income and some social conscience

Question 9

Claudia

Answer 9

Claudia may be relatable If the audience are parents. That compare Claudia and her life with that of their own children

Question 10

Unique positive perspective

Answer 10

The positive perspective is refreshing as the audience is offered bright visual codes and positive because of expression and gesture. They can clearly see how the money is being spent and the effect on the community, which may encourage them to donate money. It is unusual to see a feelgood charity event

Question 11

How May audiences interpret this advert?

Answer 11

The website encourages audiences to be interactive by sharing the video and actively taking part in fundraising themselves. This is evidence of possible and literal responses to the advert.

The most obvious little response is that an audience will donate my money after seeing the advert. The expectation is that the audience will except the preferred interpretation (Stuart hall’s deception theory) Constructed by the creators of the product that the audience can help to create the positive outcome shown on the advert by donating the money

Audiences may be convinced by the shocking statistical information that is part of the adverts construction

And alternative interpretation could be that the audiences have an oppositional response as they become distant desensitised to this type of advert. They will be aware that this one like the other examples that may offer a more negative representation still uses emotional images in order to plead for money

In middle class, socially and politically aware audience may feel it is their responsibility to help others who are less fortunate this may be through the donation or getting involved in fundraising

Question 12

Gerbner

Answer 12

Gerbners assertion that an audiences Perception of the world can be cultivated by the repetition of the same message can be both applied and challenge with the regard of the water aid advert