ChildLine claims pioneering viral fundraising campaign

Charity ChildLine has launched what it claims is the UK’s first viral campaign designed as a fundraising initiative.

The minute-long advertising film has been created on a pro bono basis by Quiet Storm creatives Lee & Dan, who are well known for their controversial viral work. ChildLine appointed the agency in March this year.

The execution, titled “We hear scared people”, is designed to highlight the work of, and raise money for, the ChildLine night service that is facing the axe because of financial problems. Viewers are asked to make an online donation and forward the Web link to others.

The charity initially planned to run the ad on television and in cinemas, but a shortage of funds meant it was unable to afford the spots so it decided to release the ad, approved by the BACC, virally. Matt Parkes, head of marketing at the charity, says he still wants to show the ad on other media and is on the look-out for sponsors and media companies prepared to help with the costs of screening the ads.

ChildLine launched its night service appeal late last month after experiencing a downturn in donations in the wake of high-profile charity appeals for other causes such as the Asian tsunami. It says it will be forced to drop its 24-hour service unless more money can be raised.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here