The Children’s Trust uses DRTV and posters for integrated donor recruitment campaign
Howard Lake | 28 October 2014 | News
The Children’s Trust, the charity for children with brain injury, has this week begun an integrated donor recruitment campaign using DRTV adverts and posters, a new initiative for the charity.
The posters have already begun to appear on train panels in London and the South East.
The campaign, entitled “step”, has been created by end-to-end agency WPN Chameleon. It tells the story of Tommy. Aged two, on a family holiday, he fell 50 feet from a balcony on to concrete. He He received rehabilitation at The Children’s Trust after the hospital had told his parents that he would never walk again.
The advert is made entirely from home movie footage showing him before the accident and then his painstaking steps back to recovery.
Amanda Burton, a Children’s Trust Ambassador has kindly agreed to provide the voiceover for the ad. The out of home posters pick up on the key “step” message of the campaign. Text response and regular giving are both being tested.
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=Ur0ThZqFAU0[/youtube]
Media has been planned and bought by JAA Media and the response handling is being organised by Reynolds Busby Lee and fulfilled by DTV Optimise. Text messaging is being managed by Cymba.
Jess Thomas, Senior Individual Giving Manager of Surrey-based The Children’s Trust, said:
“Tommy’s story is every parent’s worst nightmare, but accidents like this can happen to anyone. More than 40,000 children a year are left with a brain injury after an accident or illness. We want to dramatically increase the number of children we support with brain injuries and to do that need to increase our supporter base. This campaign is our first step to realising our ambitions.”
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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.