Comic Relief backs Make Poverty History with virtual march on G8 summit

Visitors to the site are asked to join the crowds in the Scottish capital and explain why they are supporting the campaign. They can create a placard, email their G8 leader, and search for friends and figureheads online.

An integrated campaign of online advertising and PR is promoting the site.

A collaborative creative and production team from three of the UK's top digital agencies has created the campaign.

The concept, from Agency Republic, was chosen from more than 300 entries in OpenAd's competition 'The World's Toughest Brief' in association with FT Creative business. Agencies AKQA and glue joined the collaboration.

Richard Curtis, judge and supporter of the Make Poverty History campaign, said: "At the time of Live Aid in 1985 no one had computers. The world has changed and now, through the net it is possible for everyone, no matter where they are to make their presence felt, to join the long walk to justice."

Daniel Bonner, executive creative director at AKQA, added: "It's vital that we register our support for Make Poverty History by doing everything we can to get to Edinburgh.  But for all those who, for whatever reason, can't physically be there, there's www.G8rally.com."

Comic Relief is also targeting young people across nearly 100 countries, by encouraging them to send a virtual friend to school. Children can learn about how poverty can prevent their peers from receiving education by creating a virtual buddy, which is added to a Buddy Hotel to be presented at the G8 meeting.

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