What is amazing about this campaign is that creating awareness doesn’t require a giant marketing budget, but excellent ideas. This TV spot, by 'Music is Life,' in collaboration with Red Cross, and the radio station Studio Brussel, is a great one!
For one week, Belgian viewers saw a little boy racing in on big TV shows like the news, various talk shows with prominent guests and even the Sport. He ran straight for the glass of water at the side of the table in the studio and drank like he hadn’t drank for weeks, then ran off before anyone could say a word.
All this created a stream of media attention. They wondered who the boy was and why he kept running onto television sets. All Music is Life had to do was claim their involvement with the ad. When they did, their charity show raised 3,353,568 Euros in 6 days for clean drinking water.
Now that is something to cheer for.