International development charity, Christian Aid is launching a marketing campaign to encourage donations and support in the run up to Christian Aid Week (13-19 May), the main fundraising event in its annual calendar.
Planned and bought by digital media agency, Agenda21, the activity integrates online advertising with TV and outdoor advertising that was planned and booked by independent media agency, JAA.
Digital creative in a range of formats, features images of a child affected by poverty and a call to action to donate money to ‘help people in poverty out of poverty.’ Viewers can click through to the charity’s website to make a donation, watch inspiring videos, or download information about fundraising activities for Christian Aid Week.
The activity launches this week and will run until the end of May. The charity focuses on issues of poverty and injustice, irrespective of religion or nationality. Recent projects include tackling poverty in West Africa, educating people about the effects of HIV-related stigma, marching for justice in India, confronting gender discrimination in the Democratic Republic of Congo and participating in a global move to flight malaria.
Agenda21 has planned and negotiated a highly targeted digital campaign combining data and media from Quantcast, and Tribal Fusion with real time advertising bought through MediaMath to reach charity givers.
Online display advertising integrates with TV creative, produced by independent advertising and PR agency Beattie McGuinness Bungay, running across all major terrestrial and satellite channels.
Christian Aid’s Digital Acquisition Officer, Zoe van der Linden, explains, “Christian Aid Week is a critical week for us. This digital and broadcast campaign will inspire people to get involved, whether that is by donating, fundraising, or joining in local activities. Agenda21 is using sophisticated targeting techniques which will make our budget stretch to reach as many people as possible, and will be amplified when combined with our TV and outdoor presence managed by JAA.”
Pete Robins, managing partner at Agenda21, continues, “This campaign uses a variety of targeting techniques, including real-time bidding and retargeting, to ensure we are reaching people more likely to be interested in fighting the root causes of poverty or getting involved with fundraising and community activities. We analysed the data to really understand the profile of this target audience and worked closely with media owners and JAA to ensure we optimise the budget.”
JAA Account Director Suzanna Balchin, concludes, “This kind of sophisticated targeting and integration is one of the reasons we have worked with Christian Aid for over fifteen years: as their target market has evolved we have ensured we find the most effective ways to communicate with prospective supporters. JAA has focussed on raising brand awareness of Christian Aid Week through the broadcast media, which is supported by online advertising from Agenda21 to convert that interest into online donations.”
Every year 200,000 people raise millions of pounds to help people around the world out of poverty. The charity’s website, www.caweek.org offers fundraising tips and details on local events, as well as worship resources such as DVDs and the opportunity to text prayers which will be visualised on the website during Christian Aid Week in May.