The online and TV advertising campaign has been created in less than three weeks amid lockdown to support the children’s charity’s coronavirus appeal.
Action for Children has swiftly created an online and TV advertising campaign to support families affected by the Covid-19 pandemic by making use of existing digital footage.
The advertising campaign has been created using social media and digital video material, which has been edited together with a new video of the charity’s managing director Carol Iddon filmed at home.
This sees Iddon announcing the appeal and then narrating the existing footage that has been edited together. The content took three weeks to create from initial brief to launch.
The charity is one of the first to use WPNC’s emergency ad creation service, which was launched last month to help charities create new advertising campaigns and appeals using previously filmed footage.
The move by the charity has been taken as Covid-19 lockdown continues to hinder the filming of new content.
Increase in online and TV viewing
It also comes amid a surge in online and TV viewing. According to marketing body Thinkbox, TV viewing has increased since lockdown by 32 per cent with 46 per cent of the public are spending more time streaming videos online
“It was a fantastic challenge to produce this ad in a pressing timeframe, with much of the work completed over the Easter weekend.
“The charity’s digital video was a perfect starting point for what became a compelling script and we’re really proud of the result,” said WPNC Director of TV and Film Maria Phillips.
“At this time, DRTV (direct response TV) comes into its own as a fundraising channel with TV audiences on the rise due to lockdown and people considering how they can make a difference through goodwill by donating to crucial good causes.”
The online and TV advert is urging viewers to donate online or via SMS.
“Coronavirus has thrown all our lives, our communities and the UK as a whole into an unprecedented crisis,” added Locks Farmer, Action for Children Director of Fundraising and Marketing.
“Families who were already struggling now find themselves unable to afford food and basic essentials for their children.
“Action for Children has thousands of keyworkers working on the frontline across the UK to assist families with the most vulnerable children who need help with essentials now.”