#givingtuesday UK goes prime time » Charity Digital News

#givingtuesday UK goes prime time

An ad campaign promoting #givingtuesday will air on prime time TV from 27–29 November – the first time the annual day of giving will be pushed on TV.

In its third year in the UK, the initiative has gone from from strength to strength since it was introduced from the US in 2014; The Charities Aid Foundation, which runs #givingtuesday in the UK, says that last year over £6,000 per minute was given on the day itself.

The ad, made by agency WPN Chameleon, is composed entirely of user generated mobile phone clips where ordinary people show how they will be supporting a charity on #givingtuesday, in order to achieve real cut-through amongst a sea of commercial brand ads.

To make the campaign possible, the team at WPN Chameleon donated their time to make the spot for free. Media house M.i., Sky and BT Sport donated airtime so the ad will be shown in over 100 spots from this Sunday until the end of #givingtuesday on the 29th.

Maria Philips, director of TV and film at WPN Chameleon, said: “We wanted to go all out this year to support the cause and get the whole agency involved. It was a unique creative challenge because we had to make an ad for a concept – the idea of giving – rather than a single client. The end thought that drove the creative was whatever you want to give, whoever you want to give it to, do it on #givingtuesday.”


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