"Why advertise to the world when you can add to the world?" I owe this nugget of philosophy to creative director and all-round-good-egg, Mr Chris Catchpole. It is an interesting way of looking at a creative brief.
We've been brought up on the idea that communications should reward the audience - especially when you have to hold their attention for a chunk of time, as is often necessary in DM/digital work.
Mr Catchpole has taken this principle and given it an altruistic twist. Advertisers could engage their audiences with a useful or interesting idea that leads them to do more than just consume, but make a positive difference to their world.
Charities are the obvious starting point for this kind of approach. But I am sure we can all think of other sectors where it would work. For example: don't just buy any car; buy a car from a manufacturer who gives you the opportunity to make your journeys carbon-neutral.
But back to fundraising.
In such a competitive arena, how does a charity stand out? WaterAid's agency has come up with a cunning route that follows the Catchpole model. So it's not about making people feel guilty or shocking them out of apathy - but something a little more innovative.
First, create an iPhone application - the toilet finder. GPS locates you and a Google map shows you where to find the nearest dunny. Damn handy, eh? Loads of people would be bursting to use this app.
But on the back of this tool is a message. According to the charity, roughly 2.6 billion around the world don't have access to any kind of toilet facilities. So maybe when you've "spent a penny", you could give WaterAid a quid. The argument has the pure logic of reciprocation in action.
This idea is a neat combination of old and new - mobile technology whizziness and direct marketing fundamentals. Smart charities should be looking to see how this campaign ... er ... pans out.
Simon S Kershaw is a creative consultant. A former creative director at Craik Jones, Kershaw writes a weekly Creative Strategy column for marketingdirectmag.co.uk and the DM Bulletin
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