Every year, Twitter partners with the creative industry to launch ideas for good across the globe. As part of this initiative, they created PoweredByTweets, a competition where winning ideas receive £100,000 in ‘Ads for Good’ credit to bring their vision to life.

Inspired by the 10km journey millions take daily to fetch water, we transformed Twitter’s endless scrolling into an act of empathy. The campaign recreated this exhausting walk through the longest Twitter thread ever made—2,079 tweets simulating the real-life struggle of collecting water.

Users were challenged to scroll the full 10km journey, experiencing the physical and emotional toll along the way. At any moment, they could "drop out" by liking a tweet, triggering an auto-response revealing how far they would have made it in real life. This interactive experience drove engagement, sparked conversation, and encouraged donations, reinforcing the urgency of clean water access.

By launching on World Water Day, amplifying the campaign with influencers, and using authentic photography shot in Kenya, we turned a digital challenge into a powerful storytelling tool—making an often unseen crisis impossible to ignore.

Impact

• 7.5 million people reached on Twitter/X

• 14.7 million people reached through earned media

• 7,000% increase in mentions of Just a Drop

• 5.9x increase in monthly donations

• 25% increase in year-to-date donations (£171,633 raised)

• Sustainable water access provided to more than 10 schools in Kenya

This was the first time we participated in PoweredByTweets, and we won. Not only that, but The Walk to the Well was also shortlisted twice at Cannes, further cementing its impact.

This campaign didn’t just start a conversation—it drove real, lasting change.