The NSPCC has launched a special Mother’s Day campaign which enables consumers to send virtual flowers and a message via mobile or email.
The campaign, developed by marketing agency RAPP, involves a series of banner ads clicking through to a dedicated site – nspccmothersday.org
In return for a donation to the NSPCC, consumers can pick from a range of virtual flowers, write a message and choose Mother’s Day delivery via mobile or email.
The site includes an animated film and a voiceover about the role and importance of mothers in our lives. But it goes on to stress that some children don’t have someone who loves and protects them - and how, by supporting the NSPCC, the charity can help more children in need through its ChildLine service.
Commenting on the initiative, Xavier Guillen, NSPCC donor recruitment manager, says, “Mother’s Day is a day when we all express our gratitude for the unconditional love we get from our mothers. Sadly, with some children this isn’t the case and sometimes children suffer at the hands of people who should actually love them the most.
"Last year around one third of calls to ChildLine could not be answered. We can be there for many more with increased support so we are giving people the chance to both show their love and gratitude to their mothers and help us do more for those less fortunate.”