Wateraid Flashcards
When was WaterAid established?
WaterAid was established in 1981
Why was WaterAid made?
It was a response to a UN campaign for clean water, sanitation and water hygiene education
Where does it work?
It works with organisations in 37 African, Asian and Central American countries
Who created the advert?
Atomic London created this product in October 2016
What happens in the advert?
16-year-old Zambian student shows how communities benefit from clean water by depicting everyday chores like farming and laundry
What was the first global charity to raise funds for the Ethiopian famine crisis?
Live Aid in 1985
Does Wateraid use typical conventions of charity adverts?
The WaterAid advert reinforces charity adverts conventions. It uses information about the concern, a personalised narrative and a direct appeal to give money
What is different about WaterAid?
It lacks a non-diegetic voiceover, melancholic audio codes and black and white visual codes. I would say that it is unconventional
Opening medium shot
The contrast between the digital radio and the rain on the window establishes the advert in a modern, British setting
What does the opening connote?
It connotes that the scenes that follow are happening at the same time
Visual and audio codes
These work together to construct the narrative of ‘sunshine on a rainy day’ with the problems of drought and ‘lack of access to drinking water’ that the charity is aiming to relieve
