Washed Away

ActionAid UK


Before the People’s Climate March in London in November and the COP21 talks in Paris (7-8 December), ActionAid wanted to launch a brand marketing campaign to raise awareness of the devastating effect of climate change on children in Bangladesh, and call the public to “march with us”.

The ActionAid team worked with Weber Shandwick and Storm Outdoor to create the first disruptive weather-activated advert for the high tech billboards in London’s iconic Piccadilly Circus, the most valuable advertising space in Europe, with weekly footfall of over two million people. Rainfall in London triggered the ad at peak commuting time, disrupting the schedule and quite literally stopping people in their tracks.

Fusing powerful and emotional images with customised real-time messaging and data helped to smash our targets for this innovative marketing initiative: over 300 people marched with ActionAid at the People’s Climate March (50% over target) and we achieved over 800 pieces of media coverage, with a reach total of 343 million.

The campaign was truly innovative and original: it was the first billboard powered by hyper-local weather-triggered messaging and it the first time that rain has disrupted the media schedule on the most valuable and iconic media space in Europe. 

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