World Vision unveils campaign through FCBi to recruit more child sponsors
LONDON - World Vision is launching a DRTV and radio advertising campaign in an attempt to recruit more child sponsors and reach a new audience of charity givers, following the massive response in aid to the Tsunami relief fund.
The "Bridging the Gap" campaign, which goes live at the beginning of April, was created by FCBi London and has been developed as an ongoing initiative.
The executions consists of 60- and 30-second TV spots and a 60-second radio ad focusing on encouraging people to help others living in poverty across the world.
ADVERTISEMENT
The TV ad, to be aired on satellite and terrestrial channels, uses the metaphor of waves to represent the poverty faced by hundreds of people in the developing world.
Text appears on the screen with the charity's website and details of how to text in on a mobile phone to sponsor a child.
A radio ad "Hope Spreads" will air on Classic FM and has been created to illustrate how if people come together and offer support to people affected in natural disasters or famine, they can make a difference.
Philip Spencer, marketing director of World Vision, said: "Recent events have forced people to re-evaluate their relationship with charity, releasing a vast amount of new giving and goodwill.
"The challenge we now face is to follow the lead of governments and broaden our focus to help people in poverty right across the world. These child sponsorship TV and radio ads do just that."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
World Vision: DRTV campaign
Jobs
- MARKETING MANAGER : Luxury Travel Company, Dylan*
- , Central London
- INTERNAL COMMUNICATIONS MANAGER, Dylan*
- GOOD BENEFITS, Central London
- Digital Content Manager, Sage UK Limited
- , North East England
- Account Manager, Livewire PR
- £27-33K, West London
Comments