Direct: War on Want set for Joshua work on privatisation

War on Want, the body that campaigns against global poverty, has appointed integrated agency Joshua to raise awareness of the damage that privatisation can cause in developing countries.

The agency has created a multimedia campaign using direct mail, e-mail, TV and cinema advertising, as well as event marketing.

The work, which breaks on April 19, features the image of a businessman urinating into a glass of water, which is passed to an African child to drink.

In the 70s War on Want was instrumental in exposing the marketing of powdered milk as a healthier option than breast milk to women in Third World countries who had little or no access to clean water.

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