Kick-starting a campaign to encourage supporters, ActionAid will host the Happy Bubble in London's Finsbury Avenue Square on 17 January to help beat Blue Monday, statistically the most depressing day of the year.

Two giant, heated bubbles will be filled with space hoppers, free massages and other fun items which will be free for the public from 7am - 7pm.

The stunt will launch the charity's latest campaign for supporters, 'What a Feeling', which aims to "show people just how amazing they can feel when they help others".

Richard Turner, director of fundraising, explained why ActionAid is running the campaign:

"We chose to create a bubble of happiness in Broadgate, because the city can be the first place that we lose sight of how to feel good about ourselves. 

“Our supporters tell us they feel amazing when they help communities to work their way out of poverty through ActionAid, so we wanted to spread that feeling."

The marketing campaign is a deviation from conventional tactics, explained Turner: "Traditionally, charity advertising focuses on need. We are not doing this, we are focusing on the difference supporters make and the importance of conversation as part of the conversion process."

ActionAid conducted a supporter survey in advance of the campaign, which showed that emotionally, supporters receive more than they give because of their support.  

What a Feeling is a month long national media campaign featuring four of ActionAid's supporters. Print, digital and radio advertisements will share their stories of the key moment when ActionAid made a difference to their lives, advised recruitment and engagement executive Andrew Robinson.