ActionAid UK, #WashedAway

Bangladesh is one of the countries most susceptible to climate change. In the run-up to the People’s Climate Change March in London, November 2015, and the crucial COP21 talks in Paris, human rights charity ActionAid asked us to give it a voice in the climate change debate. We pushed the boundaries of creativity and innovation by creating the first weather data-activated billboard in London’s Piccadilly Circus: powerful, emotional images of children’s toys damaged by floods disrupted the advertising schedule every time it rained.

Our campaign raised awareness of the devastating impact climate change is having on the lives of children in Bangladesh: the total reach of owned, earned and paid activity around the ad was 343 million, against a target of 400,000, and we prompted the biggest ActionAid presence at a public demonstration for a decade.