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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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