Wateraid Dig Toilets Not Graves

Water Aid in the UK is encouraging people to join together in the cause of digging toilets for the 2.6 billion people globally who don’t have access to a toilet. A television commercial, “Diarrhea”, shows British children singing the popular playground song “Diarrhoea Diarrhoea” at a primary school in Hackney before cutting to an African child revealing the life and death impact of sanitation. In London a remote controlled poo chased pedestrians to remind them that billions cannot escape their waste. The WaterAid team planted spades in Trafalgar Square. Online display ads, inserts, email and a microsite, www.digtoilets.org, encourage people to sign petitions and donate to the cause.

WaterAid Dig Toilets

“When it comes out your bum like a bullet from a gun, diarrhoea, diarrhoea. When you do a little dance and it’s gooey in your pants, diarrhoea, diarrhoea. When you’re on the seat for hours and it doesn’t smell like flowers, diarrhoea, diarrhoea.” The spot cuts to a child in Zambia, who speaks the following lines: “When it’s just killed your sister and you’re really going to miss her, diarrhoea, diarrhoea.” The ad asks viewers to text “dig” to 88008, call 0800 088 7088 or visit www.digtoilets.org to find out how they can help.

Click on the image below to play the Diarrhea video.

Click on the image below to play the Remote Controlled Poo video.

Click on the image below to play the Trafalgar Square video.


The Dig Toilets campaign was developed at Kitcatt Nohr, London, by copywriters Simon Robinson and Kate Flather, art director Guy Patrick and planner Richard Madden, agency producer Clare Clarke, working with Amy Faulkner, supporter recruitment team manager at WaterAid.

Filming for Diarrhea was shot by Ferocious Films director Susannah Hayes via Kream, London, with producers Jane McGee and Debbie Impett, editor Matt Kitchin. Post production was done at Rushes. Audio post production was done at Angell Sound.

Media was managed by Ian Prager at MC&C.