Denotation and connotation

The advert shows a young Black boy staring directly at the camera. He is wearing a faded blue shirt and is seated in what appears to be a rural village. The background is sunlit and shows mud-brick structures, likely houses. The WaterAid logo is placed in the top-left corner. Bold white text on the left reads: “Dig toilets, Not graves”

The boy’s facial expression is serious and sombre, suggesting suffering, hardship, or loss. His gaze directly confronts the viewer, creating a powerful emotional connection and possibly a sense of guilt or urgency. His clothes are worn, suggesting poverty or a lack of resources — hinting that his community may be struggling with basic needs. The phrase “Dig toilets, Not graves” is a powerful and emotionally loaded slogan. “Dig toilets” suggests the need for proper sanitation and hygiene infrastructure. “Not graves” implies that the absence of toilets and clean sanitation leads to death, especially among vulnerable groups like children. The stark contrast between “toilets” (life-saving infrastructure) and “graves” (death) creates a dramatic and urgent tone. The rural background reinforces that this is taking place in a developing country or under-resourced area, giving the audience context for the message.

This WaterAid advert communicates a clear, urgent message: that lack of access to clean sanitation is deadly, but avoidable. It aims to raise awareness of the life-or-death consequences of poor sanitation and encourage viewers to support the building of toilets in communities that lack them. The use of a child as the focal point amplifies the emotional weight — children are often used in charity campaigns to increase empathy and remind audiences of the innocence and vulnerability at stake. By showing a real person, with a real expression, the advert humanizes the issue — it's no longer a statistic, it’s this child, this community, this reality.