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.”
WPN, Good Agency land ActionAid
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