I have always struggled with drinking enough water each and
every day. I always find myself reaching for coffee or something sweet, like
the occasional soda. I want to drink more water not only to improve my health
and my skin, but the health of my bank account!
A quality cappuccino does not come cheap these days and
tends to really add up by the end of month, but thankfully water is very budget
friendly! For those like me who aim to become water lovers, and are always
looking for ways to engage with charitable causes, The Water Project has the perfect
solution; The Water
Challenge!
The Water Challenge is a social marketing campaign started
by The Water Project to motivate people to not only drink more water and save
some money, but make a donation to help fund water projects throughout Africa. This
campaign works by participants vowing to only drink water, a typically zero
cost beverage, for two weeks and donating what they save through this lifestyle
change to The Water Project. This can also be done by giving up another
frequent expense if drinking only water is not achievable.
The organization markets this project as being an easy
challenge that everyone can do, and should do. The Water Project mentions that
this is a great alternative to other fundraisers, not only because it is unique
but because you do not have to ask others to tap into their savings to make a
contribution; The Water Challenge is marketed as a way to make a
small sacrifice with a big impact.
There is no ideal target for this
campaign, the organization encourages anyone to partake and believes that it
would be an ideal
project for people to get their school, community group or church involved
with. From a communications standpoint, I believe that this a great approach as
it opens the campaign to as many people as possible and allows for anyone to participate
at their own convenience. I believe that the communications tactics implemented
are appropriate for the wide range in audiences they wish to reach. The
graphics and information are easy to follow and engaging, however, the
organization marketed a wristband along with the campaign which I found to be
unclear as it did not specifically relay how the purchase of one effected one’s
participation or funds to be raised.
However, it should be noted that there seems to be a
preference for getting schools involved as when you chose the “Receive Water
Challenge Complete Kit” option on the website, it prompts you to enter your
educational institution’s name. In this kit, participants receive a variety of
resources to aid their campaign and are encouraged to additionally start a crowdfunding page to
further supplement the money saved and donated. I think this also a great
addition as it further motivates those involved by including incentives and
features such as showing the specific community and cause your efforts aided,
as well as a potential update with videos and pictures from those you helped.
This is a fantastic way to personalize the cause and project, and get people
signed up for The Water Challenge.
The organization is also clear in describing how they
benefit from people participating in this social marketing campaign. Over 3,000
children die from diarrheal diseases daily, a serious and devastating
situation that can be aided through access to clean and safe water. This access
can be achieved through the funds raised through The Water Challenge, The Water
Project states that through drinking only water for two weeks, the average person can
accumulate enough funds to help give one person that access. However, they
do not communicate for how long or how much water can be supplied.
While I believe that this campaign can help promote a
healthy habit and financial management for many across the globe, the
organization itself does not mention any reasoning for increasing water
consumption outside of donating to their cause. Any benefit involves donating
to the organization, which I believe is a missed opportunity for the
organization to not only further promote their cause, especially in schools as
this seems to be an objective of theirs, but to provide a benefit to donors
other than engaging in philanthropy.
Ultimately, I believe that The Water Project has employed a successful
campaign, however they need to add clarification to some aspects while
seeking to actively instigate a positive behaviour amongst its targeted
audience.
This is a really interesting campaign, fit for all ages, designed by an evidently engaged water charity. I can relate in the sense that I also want to want to drink more water, but I tend to reach for tea or coffee instead. I believe that the most impactful aspect of the Water Challenge is that it is competitive. I would be compelled to participate in the challenge, because like my relationship with my FitBit, I would be encouraged constantly to make better decisions throughout the day and I would always aim to beat my personal best achievement. In that sense, I would also suggest that one requirement for the audience would be a competitive spirit - not "just anyone".
ReplyDeleteI also tend to agree with you as you question the relevance of the wristband. Maybe it serves as a constant reminder that one should be drinking more water, as the FitBit's wrist buzz is a reminder to stand up and fulfil the 250-step-an-hour challenge. However, if the charity hasn't clearly stated that as the purpose, I would agree that that particular tactic is obsolete or just poorly explained.
As you mentioned that schools seem to be a primary audience, I believe that this challenge would be a strategic opportunity for educators to teach school-aged children the importance of not taking resources like clean and safe drinking water for granted. The lesson plans that could accompany this challenge in schools could potentially also persuade children to change their long-term thoughts and behaviours toward drinking water.
Thank you for sharing this post! Now, I need to go fill my water bottle!