CARE International’s lendwithcare.org site is being advertised on TV for the first time. The advert will run for a test period of ten days on a limited number of daytime channels.
Lendwithcare was launched just over two years ago to enable people in the UK to support entrepreneurs in developing countries who needed a small loan to start or grow their small business.
The advert was created by fundraising agency Bluefrog in collaboration with Director/Producer Fiona Molloy. It airs for the first time on 10 December.
Tracey Horner, Head of Lendwithcare.org, said that the advert is unlike other charity DRTV adverts. Featuring supporters and the people they helped with loans, it conveys a consistently positive tone. There is no telephone response number, only a web address as lendwithcare.org is an online-only product.
Horner commented: “We know from the high levels of engagement we have with our 7,000 lenders that once people hear about lendwithcare.org they love the concept of making a loan which can then be recycled to another entrepreneur once it has been paid back. We hope that this TV ad will bring lendwithcare to a wider audience”.
Aline Reed at Bluefrog added: “Budget and schedule were tight, but we came up with an approach that explains the micro-finance offer using the voices of real lenders and the entrepreneurs they’ve helped. This brings Lendwithcare to life, showing the very real connection between lenders and the people whose lives they’ve changed.”
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