WPNC launches Action For Children direct appeal campaign in three weeks

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by Charlie Spargo

WPNC has launched the direct response TV campaign for Action For Children's appeal as part of its emergency ad creation service.

Devised and created in just three weeks, Action For Children's campaign uses existing social media and digital video from the charity, edited together with video of Carol Iddon, Managing Director Children’s Services, who was filmed at her home.

This marks the first time in more than a year that Action For Children has used direct response TV (DRTV) to raise awareness, and comes at a point when many families are in crisis due to COVID-19 lockdown.

The ad has appeared on daytime TV channels across the UK, with viewers encouraged to donate via SMS and online.

Maria Phillips, Director of TV and Film at WPNC, said: “It was a fantastic challenge to produce this ad in a pressing timeframe, with much of the work completed over the Easter weekend. The charity’s digital video was a perfect starting point for what became a compelling script and we’re really proud of the result.

“At this time, DRTV comes into its own as a fundraising channel with TV audiences on the rise due to lockdown and people considering how they can make a difference through goodwill by donating to crucial good causes.”

Locks Farmer, Director of Fundraising and Marketing at Action for Children, said: “Coronavirus has thrown all our lives, our communities and the UK as a whole into an unprecedented crisis. Families who were already struggling now find themselves unable to afford food and basic essentials for their children.

“Action for Children has thousands of keyworkers working on the frontline across the UK to assist families with the most vulnerable children who need help with essentials now.”