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ActionAid UK ‘Unforgettable Moments’ advert

Agency: OgilvyOne London

Client: ActionAid UK

OgilvyOne London has unveiled a pioneering direct response TV ad campaign for ActionAid UK.

The campaign, entitled ‘Unforgettable Moments’ is the agency's first work for the charity since winning its business in May. The main execution is a 90-second ad.

When it won the pitch, OgilvyOne was charged with attracting more child sponsors in the UK, as well delivering a ‘step change’ to ActionAid's previous campaigns.

"Our challenge was to rise above the mass of ‘worthy’ charity ads that follow the same 'needy' formula – a Third World child surviving in 'substandard' conditions in an isolated village somewhere," said Charlie Wilson, OgilvyOne joint creative director on the campaign.

"Whilst these are designed to tug at the heartstrings and even make you feel a bit guilty, they don’t exactly inspire.

"We wanted to completely turn that on its head and engage people in a more meaningful way. Our idea was to show the joy that child sponsorship brings to the giver, receiver and their community."

Richard Turner, director of fundraising at ActionAid UK, added, “With this campaign we wanted to move away from traditional charity advertising, which focuses just on the need, and I think we’ve succeeded. By showing how giving can inspire and benefit a community rather than just provide relief from poverty, we are reflecting how ActionAid truly works.

“We are also demonstrating just how rewarding – in every sense – sponsoring a child is for the donor and his or her family – creating unforgettable moments like these.”

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