# Hollywood actor Sean Bean helps Fairy and Make-A-Wish Foundation celebrate 10th anniversary

- Link: https://fundraising.co.uk/2013/11/09/sean-bean-helps-fairy-and-makeawish-foundation/
- Published: 2013-11-09T21:05:55+00:00
- Author: John Thompson

**P&G brand Fairy Liquid has launched the 10th anniversary of its annual charity
partnership with Make-A-Wish Foundation® with the help of Hollywood actor Sean Bean.
Over the last ten years the partnership has raised over £1 million to help grant
magical wishes for children with life-threatening illnesses.**

The campaign kicked off on Fairy’s Facebook page with a teaser campaign leaving 
fans to guess who the star featured in the ad was; fans then had the chance to preview
the TVC before it hit the screens. The ad kicked off for the first time on November
4, 2013, during the Coronation Street advertising break. It is also being supported
by cinema advertising, in-store, specially branded Fairy packs and a PR and social
media campaign.
 In addition to Facebook, content will also be hosted on Fairy’s
brand landing page on the [P&G ](http://www.pg.com/en_UK/)website [Supersavvyme.com](http://www.supersavvyme.co.uk/tag/fairy).
Furthermore, for the first time, the ad will include the option for viewers to donate
directly to the charity by texting WISH to 70007.

However, despite the prompting of a donation via the TV ad there’s no mention of
the texting WISH choice on-pack. Furthermore, the ‘special’ Fairy Liquid bottles
don’t generate a ‘donation’ when bought and are simply co-branded with a little 
star denoting the partnership’s 10th anniversary. 

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There’s no link to the charity’s website or any information about what it does. 
This represents an incredible omission, a missed opportunity to raise significantly
more funds for Make-A-Wish. 

Furthermore, such low-key branding does little to differentiate Fairy from competitor
brands, a key driver of CRM campaigns. A multifaceted campaign like this obviously
wasn’t cheap to produce, but failing to maximise the fundraising possibilities somewhat
takes the shine off this long-running cause-related initiative.

_[Video at http://www.youtube.com/watch?v=wv4A2fhPhao no longer available]._