London agency asks charity-sponsored children to help film new TV ad

Keiligh Baker's picture
by Keiligh Baker

Children sponsored by charity Plan International UK are the stars of a new, uplifting integrated campaign which they helped agency WPN Chameleon (WPNC) to create.

WPNC is a creative agency specialising in digital, DRTV, social, web design/build, direct mail, press, inserts and integrated marketing for both commercial and non-profit clients.

Following a four-way pitch, WPNC was appointed to help Plan International UK – which focuses on children’s rights – develop a new campaign, featuring a TV ad and a range of online marketing, from digital films to Facebook activity, to engage and convert potential donors.

The integrated campaign is intended to engage people within a local community in Ghana as part of a journey across channels.

“See For Yourself” includes a 90- second DRTV execution and digital assets such as banner ads, shorter videos and a behind-the-scenes film to be hosted on Plan International UK’s website.

Clips will also be posted on social channels including YouTube and Facebook. The work, which goes live this week, will run alongside the charity’s ongoing marketing initiatives. It focuses on the empowering aspects of sponsoring a child through Plan International UK.

WPNC’s Director of TV and Film, Maria Phillips, explained: “Giving children a voice is a core value for Plan International UK. We believe letting the kids own the ad is a first for the charity sector. Seeing the work that money raised can be used for, through the children’s eyes, has created what we hope is a feel-good, authentic campaign.”

A team of six people from WPNC and Plan International UK spent just over a week in the village in Ghana. The documentary-style approach to filming - as opposed to the crew arriving with a rigid script in mind - meant it was possible to capture a variety of footage, from scenes in the local community, to the children’s own stories, and interviews with Plan International UK staff that the youngsters conducted.

All of this footage will be used as part of an ongoing digital content strategy extending beyond the initial campaign. The team worked with a group of children, predominantly girls aged five to 14, to script and shoot footage for the ad and digital campaign.

The camera equipment used on the shoot has been left with Plan Ghana employees to allow children to continue to take footage for future executions.

Alan Gosschalk, Fundraising Director at Plan International UK, said: “The children were very excited to be part of the decision-making process and tell the story of how sponsorship has helped their community. That joy comes through in the films.”