In Gaza, people have almost nothing left. Water has become the most precious resource — one that must be made accessible. CESVI, a non-profit humanitarian organization, was asked to create a direct mail fundraising campaign to ensure the distribution of safe drinking water to the population. To trigger a positive response to this urgent need, the campaign leverages the Small Contribution Effect, a behavioral bias according to which people feel more motivated to help or donate when they clearly understand that a small contribution can generate a real and meaningful impact. From this behavioral bias, the creative idea was born. The behavioral lever shapes the entire campaign: images and copy work together, using the drop of water as a metaphor — something small, yet powerful when combined with many other drops.
Description
"Every Drop of Water Counts" is a direct mail fundraising campaign created by MIND:IN for CESVI to support the population of Gaza, where access to clean water has become a critical humanitarian emergency.
Designed for CESVI’s existing donors, the campaign applies behavioral science principles, focusing in particular on the Small Contribution Effect — a behavioral bias that makes action more likely when the required effort is perceived as small, concrete, and immediately achievable.
By lowering cognitive and emotional barriers to donation, the project transforms a minimal individual gesture into a meaningful collective impact.
The campaign also highlights CESVI’s role as one of the very few international humanitarian organizations that have remained continuously operational in Gaza, working on the ground to alleviate the suffering of the local population.
This professional campaign titled 'In a Sea of Rubble, Every Drop of Water Counts' was published in Italy in January, 2026. It was created for the brand: Cesvi, by ad agency: MIND:IN. This Digital and Print media campaign is related to the Other industry and contains 1 media asset. It was submitted 7 days ago by Founder & CEO: Pietro of Authentica.
Credits
Advertising Agency: MIND:IN, Milan, Italy
CEO: Enrico Morandi
Creative Director: Roberto Sgarella
Behavioral Science proofing: aBetterPlace
Photograph: CESVI
