Save the Children in Aids campaign

Save the Children is launching a £500,000 fundraising campaign based around Mother’s Day.

It is using product tie-ins to encourage people to raise cash for children of mothers with Aids across the world.

PR manager Rosie Jordan said people would be able to buy their mothers ethical gifts, such as vegetable patches and food parcels for families in Mozambique.

The charity is also offering more traditional gifts such as bunches of flowers, with the recipient mother receiving a single flower and a card explaining that the rest of the money has been donated to Save the Children.

The in-house press team is targeting national, regional and consumer print media, while commercial broadcaster Heart FM has been promoting the appeal.

The organisation will release a report on the global plight of Aids-affected children in the week leading up to Mothering Sunday on 26 March.