WaterAid Untapped was one of the most exciting and meaningful projects I’ve worked on. I initially joined as part of the pitch team, collaborating to craft ideas that would not only impress the client but also deliver real-world impact. After winning the pitch, I went on to help bring the campaign to life, contributing across design, user experience, and digital delivery.

The campaign raised an astonishing £4.2 million, which was matched by the UK Government, taking the total impact to over £8 million—a testament to the power of storytelling combined with immersive digital experiences.

Untapped told the story of one Sierra Leonean community’s journey to access clean water, decent toilets, and good hygiene. To make this story tangible, we leveraged innovative interactive technology that connected residents of Tombohuaun with supporters in the UK. Users could engage with a Facebook Messenger chatbot to experience daily life in the village, while a dedicated website offered a 360-degree immersive view of the community.

Adding authenticity and charm, some residents even created YouTube tutorials, sharing recipes, dance moves, and aspects of daily life, creating a genuine connection between the community and supporters.

Being part of this campaign allowed me to blend creativity, technology, and storytelling, designing experiences that were not only engaging but had a measurable, life-changing impact. It was a project that reminded me how design can truly make a difference.