On Saturday the 22nd March, Mission helped as clean water charity, drop4drop, reached over a quarter of a billion people on Twitter, making it one of the most far-reaching charity campaigns ever, despite not spending a single pound on media amplification.

The #ILoveWater campaign, celebrating UN World Water Day, saw high profile celebrities including Beyonce, Katy Perry, Justin Bieber, Cristiano Ronaldo and Stephen Fry tweeting, posting and instagramming pictures of themselves gratefully enjoying clean water to raise awareness of the millions of people around the world who lack access to safe drinking water.

A towel-clad Alan Carr posted a picture of himself in the shower with the caption ‘Water makes me feel sexy’, magician Dynamo was snapped walking on water, and English supermodel Cara Delevigne uploaded a shot of herself relaxing in a pool.

The campaign hashtag appeared over 60,000 times on Twitter, causing it to trend in the UK, Spain and the USA. The same hashtag was used over 13,000 times on Instagram, all within the space of 48 hours. Newspapers including the Daily Mirror, the Daily Mail and the Huffington Post also featured the trend both in print and online.

It wasn’t just celebrities getting involved: people as far afield as Moldova, Panama and Kazakhstan joined the conversation on social media, with one loyal follower even writing “#ILoveWater @drop4drop #WorldWaterDay” in chalk on his driveway and sharing his image. The campaign was highly successful resulting in the UN themselves tweeting a message of gratitude to drop4drop for raising global awareness of World Water Day.

Drop4drop now have a strong foundation of awareness on which to build, as they seek donations and partnerships with businesses and corporations to get closer to their goal of bringing clean water to everyone. 

To find out more about drop4drop please visit http://www.drop4drop.org and to make your own donation please go to http://bit.ly/WeLoveWater