THE CHALLENGE

In 2024, international aid for clean water faced historic cuts, putting Water For People’s work at risk. In Latin America, 1 in 6 children live in water-scarce areas, often attending school dehydrated, unable to learn or thrive. To confront this crisis and rally critical funding, Water For People needed a bold, unforgettable message. ‘The Dehydrating Book’ turned a universal symbol of learning into a powerful statement about a hidden barrier to education: access to clean water. It underscored that before a child can learn, they must first have their most basic human right: clean water. The book urged audiences to see water as foundational to learning and opportunity.

THE STRATEGY

U.S. audiences often see the global water crisis primarily as a health issue, not an education issue. But our insight was clear: facts alone rarely shift behavior; emotional and physical experiences do. To reframe the narrative, we created something donors could feel in a literal, visceral way. The Dehydrating Book became a printed story that disappears when dry, making the connection between clean water and learning impossible to ignore. Without hydration, the book’s words fade, just like the educational opportunities for millions of children living without access to safe water. This tactile experience helped people grasp that water isn’t just essential for life, it’s essential for learning, growth, and opportunity.

THE EXECUTION

Over eight months, an integrated Edelman team and creative partners developed a book that becomes readable only when wet. Printed on recyclable synthetic paper and coated in hydrochromic ink, it was sealed in a water-filled pouch. The story was co-created with students from Peru and mailed directly to key donors and influencers during a time of reduced funding. This powerful metaphor was supported by a multichannel campaign launched around World Water Day. The book became the centerpiece for social storytelling, media partnerships, and influencer engagement, bringing new urgency to the overlooked link between water and education.

THE OUTCOME

We set out to re-engage donors, reframe the water crisis, and unlock lasting support. What began as an awareness campaign became a catalyst for impact: 

• 294% surge in high-intent donation traffic
• 68% increase in donations in two weeks
• 118% growth in new donor revenue
• 40%+ of annual new subscriber growth
• 29 schools and 40,609 people reached through donor funding