World Vision targets Liverpudlians in ad push

by Lawrence Charles-Kay, marketingmagazine.co.uk 03-Jul-09, 16:00

LONDON - World Vision is launching a child-sponsorship campaign aimed at Liverpudlians in a bid to recruit 500 child sponsors.

The charity's campaign features the strapline ‘Liverpool Capital of Generosity' and aims to inspire the residents of Liverpool to actively sponsor a vulnerable child in Banja, Ethiopia. The drive, created by Meteorite, breaks 13 July and spans regional press, door drops, outdoor and online media.

The camapign marks the first time World Vision has aligned two communities before and if successful the strategy could be rolled out elsewhere.

A campaign tour bus will travel around with local celebrities promoting random acts of generosity around the city. There will also be presenter endorsements from media partners Radio City and City Talk.