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Unicef to raise £55m in five-year multimedia campaign

Fundraising | Stefan Marseglia | 5 Feb 2010

Unicef UK is set to launch an integrated five-year fundraising and advocacy campaign next Monday to raise £55m for children worldwide.

The ‘Put it Right’ campaign, which will begin next Monday, 8 February, will be rolled out in three phases across TV, print, digital and outdoor media.

The television advertisements will include real-life case studies of children who have had their fundamental rights denied but reinstated by Unicef from the countries of Cambodia, Uganda and Bangladesh.

The campaign will appear on ITV, Channel 4, Five and on digital channels respectively. Unicef UK ambassador Ewan McGregor will feature as the voiceover to the one-minute, daily-shown advertisements.

Phase two will ask people to donate £3 a month to the campaign, while the third push will incorporate marketing campaigning based on door drops, inserts and direct mail.

Alison Tilbe, ‘Put it Right’ director, said advertisements will feature daily in the UK broadsheets alongside spaces across London such as the Underground.

Online media will also be involved, including 22 million impressions across various websites including Amazon, AOL, The Economist and The Guardian, as well as a mini-website for people to view and use to donate.

The charity will engage its corporate partners and other UK companies to help with fundraising and advertising, though David Bull, Unicef UK executive director, would not reveal the cost of such a “commercially sensitive” campaign.

“This is a transformative moment for Unicef UK,” said Bull. “We’ve already had significant interest from major donors to Put it Right and look forward to strengthening their support through this initiative.”

Unicef UK ambassador and Dragon's Den entrepreneur Duncan Bannatyne has pledged to personally raise £3m for the campaign, whose strapline will be “Denying child rights is wrong. Put it right.”

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Directory: Baigent Digital | Unicef