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CAF launches TV campaign to promote tax-efficient giving

Charities Aid Foundation (CAF) has launched an interactive TV campaign with the message ‘It’s Good To Give’ to get its message across to the nation.

CAF’s TV advert will run on The Community Channel until the end of June 2005. It explains how viewers can make the cash they donate to charity go further by opening a CAF Charity Account.

Whenever individuals want to give to charity they make a donation through their account by phone, post, online or by standing order to any recognised charity. Donations can be made anonymously using the system, if donors wish.

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CAF’s advert was produced on a small budget by Rita Shamia of The Media Trust and freelance director Alan Edirisinghe.

John Thurley, head of CAF’s Charity Account Services, said: “This is the first time we have used an interactive campaign where we are inviting people to push the red button. It will be interesting to see how it is taken up.”

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