Action for Children film adds impact with ITN anchor

Fundraising | Jonathan Last | 20 Jul 2012

Action for Children’s new campaign video features news broadcaster Alastair Stewart introducing the charity's work from the actual ITV studio in the style of a news programme.

The figure that millions of UK viewers know from the channel's News at 6:30 – who is also vice president of Action for Children – lends his professional gravitas to a video of the charity’s campaign to help neglected children.

Stewart introduces the footage in his customary authoritative style, this ‘real world’ structure setting up the viewer for a clip that carries the weight and seriousness of being both newsworthy and introduced by one of the country’s best-known broadcasters.

The clip itself is the case study of a dimly-lit house that has become a squalor of neglect, the images of two young children living amongst overfilling bin bags, soiled clothes and rotting food accentuated by a matter-of-fact voice over by an Action for Children case worker, who solemnly reveals the true extent of the negligence.

Resolution comes when the charity opens the door and literally lets the light back into the troubled family’s life, guiding the depressed mum out of her stupor and helping to clean up the house to make it a home again.

Stewart informs us that up to 1.5 million children in the UK experience neglect – more than one child in every classroom – and Action for Children is hoping that through this appeal it can gain support to grow its services and improve the lives of more vulnerable children.

Directory: Action for Children

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