Action for Children has launched an emergency appeal to raise vital funds for thousands of vulnerable families driven to breaking point by the coronavirus pandemic.
The Coronavirus Children’s Appeal DRTV ad – the charity’s first TV ad in over a year – was devised, produced and went live in just three weeks and is the latest campaign to take advantage of the emergency ad creation service offered by integrated marketing agency WPNC.
The charity wanted to use TV as a channel to boost income for its emergency appeal and to increase supporter numbers by driving awareness of its critical work.
The campaign was created rapidly using existing social media and digital video footage from Action for Children. It was edited with video of Carol Iddon, managing director of children’s services at Action for Children, filmed at her home announcing the appeal.
The ad is running on daytime TV channels across the UK, with viewers encouraged to donate via SMS and online.
Before coronavirus hit there were more than 4 million children in the UK locked in poverty. The current crisis has only made the situation worse for many of them.
The appeal highlights Action for Children’s services, which include providing basic essentials such as food, nappies and cleaning products.
Action for Children director of fundraising and marketing Locks Farmer said: “Coronavirus has thrown all our lives, our communities and the UK as a whole into an unprecedented crisis. Families who were already struggling now find themselves unable to afford food and basic essentials for their children.
“Action for Children has thousands of key workers working on the front-line across the UK to assist families with the most vulnerable children who need help with essentials now.”
WPNC director of TV and film Maria Phillips added: “It was a fantastic challenge to produce this ad in a pressing time-frame, with much of the work completed over the Easter weekend. The charity’s digital video was a perfect starting point for what became a compelling script and we’re really proud of the result.
“At this time, DRTV comes into its own as a fundraising channel with TV audiences on the rise due to lockdown and people considering how they can make a difference through goodwill by donating to crucial good causes.”
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