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Feel rolls out campaign for deaf charity fundraiser

by Victoria Frost, Brand Republic 17-Aug-07, 13:40

LONDON - Creative agency Feel has developed a campaign to promote the National Children's Deaf Society's Happy Mondays event.

The event asks businesses across the country to get involved with a fun day at work and takes place on September 10.

Feel has orchestrated 33,000 direct mailings, with the 10,000 central London deliveries being made by e-courier, one of the event's main sponsors. The smiley face cards will direct people to the Happy Mondays website where they will find more information and can sign up to the event.

Online sky-scraper ads and a website support the direct mail and Feel has also secured a sponsorship deal with Metro to publicise the day.

Niki Michael, supporter retention manager for the NCDS, said: "We've had over 250 offices sign up already, and it's only the first week of postal marketing. We're very excited about Happy Mondays as it's a new way of raising awareness for our cause."

Chris Arnold, creative partner of Feel, said: "Mondays are usually moody so we wanted to make it fun. Humour is a great way to engage people. This is a first for NDCS and our brief was to create a fund raising day that could run year after year."

Participating offices will be sent fulfilment packs containing posters and stickers for promotional purposes. Activities on the day will include a kid's style party for the workers, party balloons, jokes and general silliness. Employers are being encouraged to match staff donations.