We helped WaterAid co-create a new communications framework, leading to a series of 'global annual stories' that had a strong resonance with all of their audiences, aligned with their strategy and was broad enough to be used by the teams in different ways.

The challenge

WaterAid has a clear and compelling strategy: making water, toilets and hygiene normal for everyone, everywhere. However, with so many audiences and different aspects of their work, their supporter facing communications were not aligned. They wanted to develop new campaigns that aligned with their strategy; worked for all their audiences and worked well for everyone internally.

The solution

Working with three key audience segments and across several teams we co-created a new communications framework.

This allowed us to create a series of 'global annual stories' that had a strong resonance with all of their audiences, aligned with their strategy and was broad enough to be used by the teams in different ways. Using the insights and annual stories we then co-created campaign ideas with WaterAid staff through workshops and drop in sessions.

The impact

• Annual stories embedded at WaterAid

• Aligned and empowered teams

• Enables long term campaign planning

• Campaigns have doubled in income