With new filming difficult during lockdown, charities are being urged to be creative with using existing, unused footage for new advertising and marketing content.
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.
Emergency Ad Service
In response to the shift to online and TV marketing content WPNC has launched an ‘emergency ad service’ where charities can turn their existing content into new advertising.
“Face-to-face fundraising is impossible, out of home is seeing a huge drop-off in budgets and exposure, and a large number of events have either been postponed or cancelled,” said John Eversley, WPNC Agency Managing Director.
“We’re launching the emergency ad service to protect charities’ incomes by taking
advantage of people spending more time online and watching TV.
“If you have the footage, we have the technology and the people to make it work.”