Overall the ad is done differently to most others where there is immediately a victim shown in a slow motion shot with a negative message. instead of giving the feeling of empathy and guilt to the audience this ad gives hope which makes is a lot more likely for people to donate.

water aid ad- rain for good  

The ad starts off with a stereotypical English forecast of cold colours and rain. The setting is a middle class household in a suburban area represented by the digital radio, the green of the back garden and the small plant. The camera is set to watch out the window as if the audience was there avoiding the rain indoors and dis-regarding water as worthless using it to water plants. this scene only lasts for about 5 seconds before is switches to a binary opposite in rural Africa fading the sound of the rain to the sound of insects and dead plants. 

Right after we are introduced to the main character. The girl Is not directly presented as a victim like other ads since she is fully clothed in bright pastel colours and looks generally healthy. There is warm lighting but in a dry environment with few trees and workers trying to still grow crops showing hope. The girl walks past other people on their way back from getting some water this journey is done whilst the girl sings a song from the 80's to target older people with money to donate to the charity.

The camera briefly follows a boy running past with a colourful windmill spinner having a smile on his face having fun without technology unlike what most of society relies on now. The girl continues walking until she reaches a village where people are gathered around a water pump with empty buckets eager to fill them at this point there are more trees and greenery around and everyone starts singing. everyone gathered around is smiling and the camera focuses on the pump slowing down the video putting the sun behind it to shine through the water showing how precious it is to less fortunate people.

As the positive scene of water plays water aid displays a negative message outlining how many people still don't even have the privilege of gathering water. The ad ends with a sunset and a message telling people what number to call to donate and addressing the main character/person as Claudia to give a personal connection almost.

Overall the ad is done differently to most others where there is immediately a victim shown in a slow motion shot with a negative message. instead of giving the feeling of empathy and guilt to the audience this ad gives hope which makes is a lot more likely for people to donate.