Care International UK, the charity which works around the world to save lives, fight poverty and help women and girls fulfil their potential, has signed up Joanna Lumley for this year’s Christmas fundraising appeal.
The activity breaks this week with two DRTV ads, featuring 60 and 90 second versions, produced by WPN Chameleon.
Developed under the charity’s Life2Live umbrella, which shines a light on life threatening and life-limiting conditions in the developing world, the creative focuses on the devastating effects of malnutrition in children, with Lumley telling the story of Balki, a two-year-old girl from West Africa.
The ad, targeting new supporters for the charity, urges the British public to listen to the story this Christmas and donate £5 to provide three months of nourishing food for a child like Balki.
Care International UK head of direct marketing Uke Kalu commented: “In developing countries like Balki’s, the number of young children suffering from malnutrition is as much as one in three.
“We run a feeding programme in the region which targets the first 1,000 days of a child’s life and our approach focuses on communities, in order to give families the practical help they need to keep their children healthy. This Christmas, we want the UK public to know that by donating a small amount of money to Care they can help mothers give their children a fighting chance of a life to live.”
WPN Chameleon account director added: “At this most crowded time of the year in charity fundraising and with the ambitious aim of attracting new donors, the creative needed to present a relatable story that stirred a strong enough response in people for them to help. We were thrilled when Joanna agreed to be the voice of the project, helping bring a strong compassionate tone to the fundraising campaign.”
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