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Save the Children launches Wish List campaign

LONDON - Save the Children has launched a campaign created by Proximity London and LBi for its 'Wish List' range of Christmas gifts for the developing world, which is being sold purely online.

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The charity has set up a 'Wish List' online shop, designed by e-commerce specialist Sandbag, to sell a range of around 25 gifts intended to help the lot of children in poor countries.

The gifts range from a hairy yak for £100 to a sneezing elephant for £68 to a week's supply of peanut butter for £8. The explanation behind the second gift is that it is actually a chilli plant that keeps elephants from trampling farmers' crops because it makes them sneeze.

To generate visits to the shop, the charity's direct marketing agency Proximity has created inserts and press ads and digital agency LBi has created, planned and bought online ads, which will break on Wednesday on sites including MySpace.com and Lastminute.com.

Volunteers are also joining the marketing effort by appearing in town centres across the country dressed as yaks, baby elephants and giant peanuts.

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