French disability charity plots DRTV debut with WPNC

WPNC’s international division – launched last year to offer UK marketing expertise to European charities – has devised the first DRTV fundraising campaign for Handicap International France.

The activity features the charity’s new ambassador, French singer-songwriter Yves Dutei, with the aim of recruiting long-term donors.

WPNC has developed 30-second and 60-second ads, a series of social media videos and a landing page for the campaign which is running under the strapline “Tendre la main” (Give a hand).

The agency has worked with the charity to ensure the campaign embraces the organisation’s core values of humanity and inclusion.

The aim is to persuade people who see the DRTV and digital executions to become long-term regular supporters, at a time when coronavirus-related face-to-face fundraising restrictions are contributing to a downturn in donations across France’s third sector.

After conducting extensive research, the agency tested two creative concepts before developing the ad. Duteil was chosen to become an ambassador for the charity as his biggest hit Prendre un Enfant par la main embodies its values. Filmed at home near Paris, he appears in the ad – which features the song – as well as in a supporting PR campaign.

Handicap International France director Xavier Ducrest said: “We were impressed with the successful track record of WPNC in both the UK and France, and they were the natural choice to support us with the campaign. The agency also understood us from a cultural and communication point of view, despite being based in London while our head office is in Lyon.”

WPNC international director Gail Cookson added: “It was amazing to work closely with an organisation that is so dear to our hearts, and to have the opportunity to collaborate with a French charity after helping so many UK charities. We hope the campaign will have a big impact on younger donors, alongside the charity’s existing donor base of over-50s.”

TOPICS:charity DRTV fundraising WPNC