Turning a social blunder into social awareness with Downton Abbey

Aug 18 • Culture, Front Page • 1971 Views

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Downton Abbey is a TV drama series set in England during the post-Edwardian era. The producers take the costumes, the set (an authentic English castle) and their historical accuracy pretty seriously. Needless to say, people were shocked when a photo circulated through the media that showcased the Earl and one of his daughters posing in front of a grand fireplace … with a modern-day water bottle on the mantle.

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In the grand scheme of things, it’s not a big deal – just an embarrassing mistake for the era-specific show. But the show’s response was impressive.  The Downton Abbey cast and crew decided to shift the attention toward a water issue that truly matters.   They posed for a picture with the intent to raise awareness around the work of an international charity, WaterAid.

 

 

Barbara Frost, Chief Executive of WaterAid, said:   “It brought a really big smile to my face when the cast of Downton Abbey said that they wanted to support WaterAid’s work.  How fantastic that the attention created over one water bottle ends up benefiting some of the world’s poorest communities through access to safe, clean water today.

“Every pound and penny WaterAid receives will be matched by the UK Government, which means we can reach twice as many people with desperately needed clean water and sanitation.

“Thank you so much to the cast and the producers of Downton Abbey.”

 

Kudos to the Downton Abbey team for turning a faux pas into a good deed. That’s a huge win in my book, and something more brands should take notice of and utilize in their marketing playbook.

 

 

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