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ITV’s Take a Moment campaign to inspire 50,000 acts of kindness
Howard Lake | 30 September 2013 | News
In the run-up to the 25th anniversary of ITV’s This Morning programme, the TV company has launched a month-long campaign to inspire at least 50,000 people to complete a small meaningful act of kindness and give something back to their local community.
The Take a Moment campaign began on 9 September and over the past month ITV shows and celebrities have taken part and encouraged others to become ‘MomentMakers’ themselves.
The anniversary itself will see the show return on 3 October to its Liverpool location to feature guest appearances from original hosts Richard Madeley and Judy Finnigan.
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ITV has been constructing a digital ‘Wall of Fame’ featuring some of the Moment Makers who have taken part, “recognising the kindness our viewers have shown and celebrating what we can achieve as a nation collectively”.
To add to the impact of the campaign and to offer an incentive to viewers, the Government will be donating £5 to ITV’s Text Santa campaign for each of the first 50,000 meaningful acts shared with ITV.
Nick Hurd, Minister for Civil Society said: “There are lots of easy ways to give your time to help others – from having a cup of tea with an older neighbour, to helping out in your local area or making a regular commitment to volunteer with a charity or community group. That’s why the Government are supporting Take A Moment by pledging £5 for the first 50,000 acts of kindness registered through the ‘This Morning’ campaign. We hope that this campaign can help raise awareness and encouraging people to get involved.”
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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.