WaterAid has launched a fresh campaign to highlight the positive impact its work is having on developing communities around the world.

Developed in partnership with creative agency Don’t Panic, ‘First Cup’ breaks the mould of traditional charity campaigns by focusing on the impact of Water Aid’s work as opposed to the need of a specific community.

Spotlighting a community in the East African nation of Malawi, this latest creative celebrates the positive change that the installation of clean water by Water Aid in 2019 has had on its people.

“How we made this ad was as important as what we made – the final end product. WaterAid works hand-in-hand with communities around the world to provide clean water, decent toilets and good hygiene so it made sense to work collaboratively with the communities in Zomba, Malawi to create our new campaign,” WaterAid mass engagement editor, Nick Miller said.

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“The story of Lucia is a story of a little girl’s love for her grandma but also how her life will be different to her grandma’s now she can grow up with clean water.”

Running across UK cinemas, TV and social media, the charity’s campaign will be led by a 60-second hero film. Media panning and buying was handled by The Kite Factory.

Don’t Panic creative partner, Rick Dodds added:“It’s hard, and not particularly just, to sit in a London office and write a script about a community you’ve never visited or talked to. As soon as we knew we would be working on this campaign, we decided to take a different approach.

“Ellie Moore (Strategy Partner) and I visited Zomba, Malawi and met the communities there. We spent time hearing about their lives and getting to know them. This immersion influenced our ideas; a couple of months later with Anonymous Content’s Elena Petitti di Roreto, we filmed the script with the same communities of Zomba, Malawi.”