WaterAid goes experiential with Hope Locker campaign

By March 3, 2016General

It’s not particularly difficult to refuse to hand your money over to charity, but would you find it so easy to ask for it back? That’s the inspiration behind the latest tech-infused experiential charity campaign by International charity WaterAid.

The hope is that their ‘Hope Locker’ campaign will encourage more people to donate money to clean water projects in the developing world.

The charity installed ‘smart’ lockers in public swimming pools across London – starting with Richmond pool, at the end of 2015. The lockers were designed using bespoke 3D software.

Swimmers that needed to hire a locker inserted their pound coin, which then appeared to sink to the bottom of the locker via an on-screen animation.

When they returned their locker key, the screen asked how long they’d been swimming and if they’d swallowed any water during their swim. Based on their answers, the technology calculated how many children in the developing world had died from drinking dirty water in that time.

The screen then gave swimmers a choice; they could either donate their £1 to WaterAid or have it returned.

Stand out experiential campaign

The ‘Hope Locker’ campaign was creative on many levels. It turned the tables on the typical charity message – putting the onus on people to ask for their money back, rather than actively donate – which is psychologically more difficult.

The campaign also captured the attention of possible donors at an incredibly receptive moment. After exercise, people often feel restful and considered.

In this scenario, they’re also half-naked, which often makes us feel slightly vulnerable and more empathetic. And, of course, their attention has to be focused on the campaign to get their pound coin back.

As well as collecting donations, the technology allowed the donor to register their details with the charity – facilitating an ongoing relationship with the cause.

Innovation and simplicity

Hope Locker was an incredibly innovative way to provide context and relevancy to requests for donations. Think about it – visiting a pool or fitness centre out of concern for your personal fitness is a luxury of living in a developed country.

Reminding you that you’ve been swimming in clean, sanitised water while others are desperately seeking some just to stay alive is an effective and non-confrontational means of making an emotional connection. Plus, it’s a one-time £1 donation; there’s no expectation to commit on a long-term basis

Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.