Title	NOW IT IS OUR TURN TO WALK
Brand	NORWEGIAN CHURCH AID
Product/Service	THE WATER PROJECT
Category	B01. Use of Social Platforms
Entrant Company	TRY/APT/POL Oslo, NORWAY
Advertising Agency	TRY/APT/POL Oslo, NORWAY

Name	Company	Position
Thorbjorn Ruud	POL	Art Director
Petter Bryde	POL	Copywriter
Ina Egelandsdal	POL	Account Manager
Monika Augustsson	POL	Account Director
Ole Jakob Bø Skattum	POL	Graphic Designer
Daniel Eraker	POL	Copywriter
Jonathan Aglen	POL	Art Director
Simen Øian Gjermundsen	Notch	Digital Developer
Aksel Hennie	Einar Film	Director
Nico Poulsson	Einar Film	Photo
Henriette Carlsen	Einar Film	Producer

Brief Explanation

Norwegian Church Aid were in need of 100.000 people who would volunteer to go from house to house to collect money. They are running a number of water projects around the world. However, this year’s fundraising efforts were to build more wells and provide one million people with sustainable access to clean water. To raise enough money, we had to mobilise volunteers to take part in a major nationwide fundraiser. We needed 100,000 Norwegians to spend 3 hours of their time on 19th October, going from door to door, to collect money.

Results and Effectiveness

After only 2 weeks we achieved our goal of having 100,000 registered fundraisers. The “Water Changes Lives” campaign proved to be Norway's best fundraising campaign ever, and it raised 40 million dollars. Every single Norwegian put an average of 7 dollars into our collection tins. There has never before been collected so much money on a similar found raising campaign in Norway. 1,2million people, 200,000 more than planned, will now have access to clean water.

Creative Execution

The campaign started spreading through sharing on Facebook. 19 days later, 100,000 people had signed up. The uniqueness of this idea is the combination of the need to show other people that you care in social media, and at the same time show the results of caring. With limited budgets, the use of social media was essential for this campaign.

Insights, Strategy and the Idea

Asking 100.000 people to spend three hours of their time is not the easiest job. To make them join, we had to show them how important their effort was. The web page gives those who register as a volunteer the opportunity to see the immediate effect of helping. And a clear goal: Make this movie shorter! People spending time helping other people, like to see the impact of what they do, and many also like to tell others that they help. This campaign thus got a self-reinforcing effect of shares on Facebook.