Unused video footage can be turned into new charity marketing

Charities with unused video footage and images are being urged to continue creating engaging digital and TV marketing content as the coronavirus lockdown hinders the filming of new ads.

The pandemic has shifted the focus of marketing budgets away from out of home advertising and face-to-face fundraising towards online content and direct response television (DRTV) advertising, according to agency WPNC.

The outbreak has also hampered charities’ ability to shoot new footage of how their work is helping beneficiaries.

WPNC says these challenges can be overcome by charities using existing, previously unused content for new online advertising and marketing. This includes using video footage and images.

Such profile raising activity is vital as the charity sector tackles the twin challenge of shrinking fundraising revenue and increased costs in supporting their beneficiaries amid the pandemic.

The call for unused footage comes as marketing body Thinkbox says that daily TV viewing under lockdown has increased by 32 per cent. While research agency Rare found that 46 per cent of the public are spending more time streaming videos online.