OgilvyOne London has won another piece of new business – creating a major recruitment campaign for the international anti-poverty charity ActionAid UK (celeb supporter Melinda Messenger, pictured above, in Malawi).
The business was won after a competitive pitch against two other agencies.
OgilvyOne’s brief is to develop a new direct response TV (DRTV) ad to recruit child sponsors in the UK. Work will begin immediately, with the ad campaign due to break in the autumn and run for six months.
ActionAid, which works in 49 countries, is the UK’s highest-income child sponsorship charity, with nearly a quarter of a million supporters globally. It works by linking people in the UK with people in developing countries to fight against poverty and injustice through community development and national and international campaigning.
It is this emphasis on the power of ordinary people to change the world that makes individual recruitment so vital to the charity’s work.
The campaign aims to build on ActionAid’s values of respect, truth and passion to set a new direction for DRTV child sponsorship.. Whilst the primary purpose of the ad is to recruit new sponsors, it will also be used in various digital media to expand the effectiveness of the TV campaign. The ad will also build brand awareness for ActionAid, to help differentiate it from immediate competitors.
Annette King, CEO of OgilvyOne London said: “This is fantastic news – our second new business win [after InterContinental Hotels Group] in a fortnight. We’re particularly thrilled to be working with one of the best and most innovative charities around today – it is a truly worthwhile cause and we’re looking forward to creating a great campaign that will deliver what they are looking for – new recruits and a step-change in the category.”
Sue Bishop, Communications Director of ActionAidUK, added: “We owe it to the thousands of extraordinary people who we work with in the world’s poorest communities to inspire more people to become child sponsors. By combining the wonderful stories of our work and OgilvyOne’s creativity I’m sure we will.”
To find out more, visit ActionAid UK