The ad, created by Meteorite and directed by Ronnie West for RSA Films, features a middle class family going about their daily routine, oblivious to the fact that their water has turned murky brown.
The campaign, which will be seeded on sites including YouTube, Google Video and Yahoo! Video, aims to drive traffic to the World Vision website www.worldvision.org.uk/water, where visitors can sponsor a child, send a water gift and make a donation.
PR, press, online and DM activity will support the viral campaign.
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