First global campaign by Save the Children

Fundraising | 9 Oct 2009

Save the Children has launched its first global fundraising and PR campaign, which aims to boost investment in child-saving programmes by $10bn a year.

The campaign will feature consistent branding and messaging in each market and boost giving by individuals and governments in 62 countries.

‘Every one’, which launched on 5 October, is believed to be the first time a global family of agencies has launched an integrated fundraising and campaigning effort.

Adrian Lovett, campaigns and communications director for Save the Children UK, said that campaign will be all-encompassing. “What this is going to do is take over almost all of what Save the Children does. Not everything, but it is the heart of what we do,” he said. He would not divulge how much the charity was spending on it.

While ‘Every one’ will be coherent, “it will look different in different countries – and that is a good thing”, said Lovett. The campaign was prompted by moves from Save the Children in the US and UK, but has been funded at least in part by most of the participating Save the Children branches. The campaign has been a year in the planning.

‘Every one’ is centred on children under five and will be accompanied by a public relations campaign emphasising the relatively low cost of stopping preventable deaths among young children. A 20-country survey by Save the Children found that people tend to estimate the cost of saving such lives is around ten times more than the actual price. “When [people] understand it’s much more affordable than they think, they’ll be even more supportive,” said Lovett.

Outdoor advertising and an online push will be the main thrust of the first burst of ‘Every one’ in the UK. TV is not expected to be part of the media mix.

Directory: Save the Children

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