In 2018, WaterAid and the H&M Foundation commissioned Ethiopian photographer and artist Aïda Muluneh to create a body of work on the topic of water scarcity and the impact it has on women in Africa. Aïda is also a photojournalist, but for this project the Canon Ambassador designed fictional scenes in an attempt to engage new audiences.
"I think WaterAid was interested because I'm an exhibiting artist, able to take this work to different places," she says. "I didn't want to do it in a photojournalist style because I figured the general population has become numb to those kinds of images."
Featuring theatrical staging, body paint and billowing bright blue and red dresses, the images are groundbreaking in the way they communicate this environmental issue while avoiding the clichés we often see in the way Africa is represented by aid organisations and the mainstream media.