Framing perspectives and representational strategies of water insecurity in case-related marketing campaigns for clean water (2005 to 2018)

Qualitative content analysis was conducted of 177 visual campaigns (2005 to 2018) that used cause-related marketing as a fundraising strategy to seek donations for clean water projects. The campaigns were analysed in terms of their representational strategies relating to water insecurity, consumer purchases, and charitable beneficiaries (messaging focus, framing perspective, focus of representations, and communicative focus). The dataset contains one Microsoft Excel file in .xlsx format. It includes the descriptive codes (short text phrases) generated through data condensation and lists the descriptive codes against their corresponding messaging focus, framing perspective, focus of representations, and communicative focus.