Rethinking the norms of fundraising with a TV first
Charity supporters are used to seeing emotive images of people or animals in need of help in a variety of situations. It’s a tried and tested fundraising formula that has been around for decades, and very often works.
But when WPNC pitched to Plan International UK, the agency and the charity devised a different approach. The charity raises money to help disadvantaged children around the world, relying heavily on donor sponsorship. What if a new campaign revealed how those sponsorships were helping to rebuild children’s lives and communities - with stories told by the youngsters themselves?