Leonard Cheshire's key to good advertising
Howard Lake | 16 March 2000 | News
Leading disability care charity Leonard Cheshire have launched a clever and amusing newspaper fundraising advert.
Leading disability care charity Leonard Cheshire have launched a clever and amusing newspaper fundraising advert. They are soliciting funds for their Workability initiative which provides disabled people who want to work with free computers and computer training.
The ad features the familiar “help” and “escape” buttons from a computer keyboard, with the appeal “help someone escape.”
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Keyboard buttons have featured in adverts for many years, most noticably in adverts by The Guardian. The “help” button is of course particularly appropriate for charity adverts. Has anyone else used this device effectively?
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.