The Children’s Trust, a leading charity for kids with brain injury, is making its TV advertising debut with a new campaign, voiced by actress Amanda Redman.
Devised by WPN Chameleon, the ad features a young boy called Tommy. While on a family holiday, aged two, Tommy fell 50ft from a balcony on to concrete. He received rehabilitation at The Children’s Trust after the hospital had told his parents that he would never walk again.
The TV spot, entitled “Step”, is made up of home movie footage, showing Tommy before the accident and then his painstaking steps back to recovery.
It comprises DRTV ads and posters to recruit new supporters and kicks off this week with an ad on a selection of direct response TV stations and a train panel campaign covering London and the South East.
Media is being planned and bought by JAA Media and the response handling is being organised by Reynolds Busby Lee and fulfilled by DTV Optimise. Text messaging is being managed by Cymba.
The Children’s Trust senior individual giving manager Jess Thomas said: “Tommy’s story is every parent’s worst nightmare, but accidents like this can happen to anyone. More than 40,000 children a year are left with a brain injury after an accident or illness. We want to dramatically increase the number of children we support with brain injuries and to do that need to increase our supporter base. This campaign is our first step to realising our ambitions.”
WPN Chameleon fundraising director Gail Cookson added: “The Children’s Trust is a very special organisation. Tommy’s story is frightening and heart-warming; it makes a very emotional ad.”
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