Just a Drop’s Walk to the Well campaign has been nominated for two awards at the prestigious Cannes Lions Film Festival. Our campaign, in partnership with VCCP Media, has been selected for the category EO6 ‘Breakthrough on a Budget’, in the ‘Brand Experience and Activation’ section, as well as the 'Sustainable Development Goals: Clean Water and Sanitation' award. You can read more about Cannes Lions here, and see the PDF shortlist here.


The Walk to the Well campaign was a disruptive social media campaign, aiming to draw attention to the realities of living without access to safe water, through the lens of Ann from Kitui County in Kenya. With video footage from Kenya, the campaign consisted of the longest Twitter thread ever created, comprising over 2,000 tweets. The total distance of the thread represented the gruelling nine kilometre walk which Ann has to do every day just to provide water for her family. The Twitter thread challenged Twitter users to scroll through as much of the thread as possible, before liking the Tweet they finished on, at which point they were notified how much of Ann’s walk they had completed.


The campaign raised an incredible amount of awareness for the plight of people living without access to safe water, as the thread was viewed over 19 million times, with 332 Twitter users getting all the way to the end. We would like to thank VCCP Media for their tireless work on the campaign and Cannes Lions for nominating us for the awards.


The Walk to the Well thread is still available on Twitter to look through, and we encourage you to do so via the link, here. The donations link is also still live, here, so if you can give to our campaign please do!