WaterAid | Clean Matters Instagram campaign

Producer | Catherine Rose
Editor | Adam Beasley
Voiceover | Will Crowne

“The ‘Clean Matters’ Instavids were a first for WaterAid. They were the perfect accompaniment to our communications for Global Handwashing Day. Cat did a fantastic job summing up our messages in short, fun, easy to share vignettes which our audience seemed to really engage with.”

Alison Gentleman, International Communications Manager, WaterAid

In the advent of Instagram video I experimented with putting out individual clips, which proved popular (we were able to increase WaterAid’s following overnight by 20,000 when I entered the weekly # competition), so I knew that video would grow on the platform. 

However, this mini-series was the first time I really thought of it as its own channel to be designed specifically for. I liked the creative challenge that the original 15 second max duration gave, and wanted to test creating videos which were more than just beautiful shots.

Whilst working in-house at WaterAid, Global Handwashing Day and a mini campaign around hygiene practices seemed the ideal opportunity to try this out.  I suggested creating a series of content with its own look and feel, to identify it on the feed.

Working with the brand team and a freelance editor, I scripted and produced these light-hearted shorts on interesting and different topics for WaterAid’s feed.