It will launch its first mobile app, iPud, named after its Pudsey bear character in a bid to offer a simple donation mechanic. The charity plans to develop the app in coming months to include geo- targeted information about fundraising events and its aid projects within communities. It was created by digital agency Weapon 7.
A family-focused festival style event called Pudsey Street will take place in central London. The charity hopes that the event will roll out to cities across the UK next year to give families a way to experience the charity brand beyond the annual TV appeal.
The charity is introducing a fundraising day called Bearfaced, inviting women to go without make up on Friday 9 November and collect sponsorship. Women will be encouraged to paint on a Pudsey paw or wear a Pudsey sticker to show support. A high profile photographer will photograph celebrity women taking part.
The BBC charity has also changed the way it promotes Children in Need in TV trails. This year, the first trails for the annual fundraising event will focus on the work it does to help disadvantaged children in the UK. In previous years its advertising in the run up to the TV appeal has focused more on the fun side of fundraising and getting involved.
Marketing and fundraising director Sarah Monteith told Marketing Week that the move is to bring the TV trails in line with the rest of the communications strategy by focusing on the need before the solution, as it does with its appeal films shown during the annual TV event.
She says: “In straight marketing terms, if we think about the need as our product, if people buy into that product they are more likely to to buy it and donate to us. Advertising best practice says that you need to explain the product before what you’re asking them to do. I don’t think it’s a risk at all … but we are measuring it hard.”
Children in Need is also extending its Designer Bear initiative that launched last year to reach ABC1 demographics and saw couture designers such as Louis Vuitton and Mulberry create bespoke bears. This year’s designer bears will be auctioned at Christies to raise money for the charity, with miniature versions on sale in Selfridges.
The ads have been created by RKCR.