ActionAid launches first awareness week

ActionAid is launching its first ever child sponsorship awareness week as part of its efforts to encourage more people to get involved with its fundraising programmes.

Celebrities including Gabby Logan, comedian Mark Watson and actresses Fay Ripley, Samantha Womack, Sarah Alexander and Katherine Kelly, will front a PR campaign to raise awareness of the initiative.

The campaign aims to demonstrate things people usually spend 50p on in the UK and how much more it can achieve when used to sponsor a child. Child sponsorship costs £15 a month.

A national TV campaign will launch on 12 November and will be supported by direct mail, press and digital throughout November.

The campaign is centred on Burma to highlight that it is the first time the charity has been able to set up a child sponsorship programme in the region.

Activity will also include social media and a Facebook campaign hopes to encourage supporters to change their Facebook profile picture to one of them as a child to show support.

ActionAid hopes to make the initiative an annual event and a focal point for campaign activity.

Amie Ibrahimi-Brown, head of supporter growth at ActionAid told Marketing Week that this is the first time the charity has developed a fully integrated campaign from start to finish.

ActionAid hopes that its child sponsorship week initiative will raise an additional £2m for the charity and lead to a 20 per cent uplift in response.

The charity recently celebrated 40 years with a digital campaign to raise awareness of its work supporting communities in developing nations.

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