# UNICEF uses TV shopping channel style to promote its Christmas catalogue

- Link: https://fundraising.co.uk/2014/11/11/unicef-uses-tv-shopping-channel-style-promote-christmas-catalogue/
- Published: 2014-11-11T11:14:04+00:00
- Author: Howard Lake

UNICEF UK has just published some short video promoting products from its 2014 Christmas
catalogue.

The first one, promoting a Christmas bauble, is very short – 22 seconds – and is
clearly produced in-house, featuring Nigel, from the charity’s trading team. It 
adopts the style of the TV shopping channel presenter, showing off a particular 
product, and explaining its features and benefits. He even unwraps it from its display
box and gives a 360 degree view.

Of course the benefit of this bauble is that the income raised from its sale will
benefit UNICEF and the children it works for.

## Advertisement

 

Here is another video promoting a special mug:

 

and another one for a puzzle:

This approach is a good attempt to give trading catalogue items more impact. Images
in print and online are very good, but a demonstration on a short video is likely
to be even more persuasive.

## Virtual gifts

This approach is particularly valuable when promoting a virtual gift. The donor 
doesn’t get to see inside the package, they just get a picture and confirmation 
that it has been sent.

But with Unicef’s video approach, everyone can see inside, in this case, a School
in a Box:

 

**Has your charity used video to promote trading catalogue products? Did you take
this TV shopping channel style?**