Charity will use PPL deal to develop brand identity

Charity Missing People is embarking on a major regional awareness drive after clinching a sponsorship deal with not-for-profit money draw, The People’s Postcode Lottery (PPL).

The PPL is most active in Scotland, where it sells over 100,000 tickets a week. It also has a small operation in North-east England, where it sells 30,000 tickets for each draw, and plans to roll out across the rest of the country later this year.

The sponsorship will support Missing People through regional press wrap ads and direct mailshots, ambient and TV ads, the first of which will break next week.

Missing People says it clinched the deal after demonstrating the level of recall achieved via its partnership with Iceland, which carries Missing People ads on milk cartons. Nearly 20% of UK shoppers recalled the partnership, according to a report from charity research agency NFP Synergy, a higher figure than other high profile charity tie-ups with a major consumer brand.

Alison Cowan, fundraising and marketing director at Missing People, says: “After a successful rebrand in 2007 Missing People is now developing its regional brand identity, which will be helped via the People’s Postcode Lottery’s high volume regional marketing activity.”

The charity already uses TV, radio and print to raise awareness of its work. Out of the cases on its books, 70% of missing people are found. To date, the most successful medium it uses to find people is the Metro newspaper.