Hungry Caterpillar in charity deal

Action for Children has signed a marketing partnership which will see the charity using children’s character The Very Hungry Caterpillar in its “Take your action for children” neglect appeal.
The two year partnership aims to raise money to provide essential targeted support for neglected children and young people across the UK.
The Very Hungry Caterpillar, written and illustrated by Eric Carle, has been translated into 47 languages and has sold over 30 million copies worldwide; a copy is sold every 30 seconds. It is published by World Publishing Company.
The story of is one of hope, with the caterpillar eventually transforming into a butterfly. One of Action for Children’s three organisational values is ‘hope’, and the charity works with over 156,000 of the UK’s most vulnerable and neglected children, young people and families to transform their lives and help them reach their full potential.
As part of the partnership, Action for Children’s The Very Hungry Caterpillar pin badges will be available for a minimum donation of £1 across all of Barclays’ 1,675 branches. The badge boxes will feature the Action for Children logo, information about neglect and the badge backing card will feature a text ‘call-to-action’ and unique URL
The partnership will be promoted throughout 2011 with a series of exciting creative executions and celebrity support.
Andy Harris, director of fundraising at Action for Children, said: “Today marks the start of a special relationship between Action for Children and The Very Hungry Caterpillar. We are delighted to partner with such a hopeful story that is held so close to the hearts of countless parents and children.”

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