ActionAid, the child sponsorship charity, has developed a hard-hitting direct marketing appeal to find new sponsors and donors for the ‘Forgotten Children’ of Burma.
Devised by Watson Phillips Norman, the agency which was appointed by ActionAid earlier this year, the campaign features DRTV, press and inserts, door-drops, direct mail and online executions.
Burma – also known as Myanmar – has only just opened its doors to the world after decades of secrecy. This has revealed the struggles the nation’s children and communities are facing and has given ActionAid a unique opportunity to further its reach to more vulnerable children
In September, ActionAid head of supporter growth Amie Ibrahimi-Brown and WPN creative director Maria Phillips were flown into Burma and via boats and motorcycles went deep into the interior with a small film crew to capture the stories that now feature in hard-hitting 90- and 60-second DRTV treatments.
The concept was previously tested with WPN’s Response Insight research tool, which showed that ‘Forgotten Children’ had a powerful resonance with the target audience.
The direct marketing push is part of a wider campaign being fronted by stage and screen actress Samantha Womack – best known for playing Ronnie Branning in EastEnders – and other ActionAid celebrity supporters.
Ibrahimi-Brown said: “We believe this new campaign will drive significant support for ActionAid’s child sponsorship programme, a programme that can truly transform the lives of the children living in poverty.”
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