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Trocaire ‘Dream’

Agency: Watson Phillips Norman

Client: Trocaire

Leading brand response agency Watson Phillips Norman has launched a new DRTV ad on behalf of client Trocaire, the overseas development agency for the Catholic Church, based in the Republic of Ireland.

The new campaign entitled ‘Dream’ has been designed to recruit new regular givers to the charity.

The proposition for the advert is: “Your regular gift of €5/£3 will help the poorest families in the developing world build a future for their children”.

It will be broadcast across Northern Ireland and the Republic of Ireland.

Shot on location in Uganda, the crew visited displacement camps established over the last 20 years. These have become home to the millions of people displaced by the bloody civil war which has claimed so many lives.
Meanwhile, in Guatemala they visited the urban slums, which are notoriously dangerous, fuelled by poverty and the drugs trade. Areas are categorised by zone according to how dangerous they are and there are many no-go areas.

Programme Co-ordinator: Fundraising and Marketing for Trocaire, Leona Kavanagh, said, “It’s been a great experience, working with Maria Phillips and the team from Watson Phillips Norman on this campaign. Their expertise in creating hard working, responsive DRTV has been invaluable to us”.

Client Services Director of WPN, Gail Cookson, added, “We want viewers – who will be family orientated – to empathise with the parents of these children and to make a regular gift to Trócaire. By doing this, they will help these families to build opportunities for their children and to work their way out of poverty.”

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