# SCF uses augmented reality app for East Africa appeal

- Link: https://fundraising.co.uk/2012/01/20/scf-uses-augmented-reality-app-east-africa-appeal/
- Published: 2012-01-20T10:24:42+00:00
- Author: Howard Lake

An augmented reality app is helping to bring a Save the Children printed newsletter
to life, vividly illustrating the need for donations to the charity’s East Africa
Appeal.

Developed by Aurasma, the app can be downloaded for free and used by anyone with
a smartphone. Pointing their camera at the newsletter will instantly trigger a video
about the charity’s work, making it appear as if it is embedded in the page itself.
Users can then click through to Save the Children’s website to make a donation.

Augmented reality applications merge the physical world with the virtual, enabling
users to overlay information on what appears on their screen.

## Advertisement

The newsletter is being mailed to Save the Children’s 240,000 supporters.

It is the first time that Aurasma has developed a charity campaign. Its corporate
clients include Panasonic, Procter and Gamble, Virgin Atlantic, Sky and BMW.

Alexandra Bono, Senior Digital Fundraising Executive of Save the Children, said:“
At Save the Children, we are always looking for new ways to engage people with the
human stories behind our life-saving appeals… Video has the power to connect with
people in a very impactful way, and our printed newsletter is a trusted and familiar
communication. This campaign, facilitated by Aurasma, brings together these two 
channels in a compelling new way which we hope will support donations to our East
Africa appeal.”

Aurasma’s app works on iPhone3GS, 4, 4S, iPad2 and high-powered Android devices.
It can be used to create and share digital content embedded in everyday objects 
such as printed images, products and even physical spaces.

www.aurasma.com

 * **[Crisis art exhibition to benefit from augmented reality app](https://fundraising.co.uk/2012/04/05/crisis-art-exhibition-benefit-augmented-reality-app/)**(
   5 April 2012)
 * **[Augmented reality app urges smokers to swap cigarettes for cash](https://fundraising.co.uk/2013/03/13/augmented-reality-app-urges-smokers-swap-cigarettes-cash/)**(
   13 March 2013)
 * **[Royal British Legion uses augmented reality to bring Passchendaele to life](https://fundraising.co.uk/2018/02/20/royal-british-legion-uses-augmented-reality-bring-passchendaele-life/)**(
   20 February 2018)