Health charity to undertake digital promotion for £1m fundraiser

Facebook Messenger and finding social media influencers among digital elements of Tommy’s latest fundraising push.

Joe Lepper | 24th Jun 19

Baby health charity Tommy’s has announced details of digital promotion taking place to raise awareness of its £1m fundraising push.

Called Splashathon, the event takes place on 24 June and aims to raise donations through swimming activities. The event is being run in partnership with parent and child group Water Babies and aims to raise more than £1m in 2019.

Tommy’s, which funds research into saving babies’ lives, has hired agency Blue Slate Digital to help promote the event and ensure that it is digital and social media focused. This includes promotion across social media platforms such as finding campaign ‘ambassadors’ and social media influencers.

The campaign also involves a Facebook Messenger element that allows parents to ask questions relating to a ‘Little Splasher’ quiz to find out which swimming style their young child adopts.

Video content and a digital toolkit for the campaign’s corporate partners is also being run.

In addition, the campaign is using characters from the TV show Peppa Pig to appeal to children and parents.

Digitally focused campaigning

Siobhan Gray, Head of Projects, Marketing and fundraising at Tommy’s said: “So many parents are affected by baby loss, and it’s still shocking that even today, one in four families lose a baby during pregnancy and birth.

“So our fundraisers are a way of making a big difference for those affected. Our ambitious targets for 2019 mean that we wanted to work with an agency that really understands the charity sector and can handle digitally focussed, integrated campaigns.

“The amount of money we are hoping to raise this year has the power to make a huge impact – our target of £1 million for the event will be enough to run the Tommy’s National Miscarriage Research Centre, the largest of its kind in Europe, for three years.”

Hannah Johnson, managing director, Blue State Digital, added: “Tommy’s is a charity that makes a huge difference, supporting parents who lose babies or whose babies are born too soon – while funding research, providing first-rate information to parents, and running campaigns behind the scenes.”