Online promotion launches for Lonely Planet and War Child UK link up

Promotional activity across social media is being planned and online promotion has included targeting a user generated content site and making use of Youtube.

Joe Lepper | 12th Sep 19

An online push has launched to promote a link up between travel book series the Lonely Planet and the charity War Child UK.

The fundraising partnership sees £1 from every sale of the Lonely Planet book called This is My World go to the charity.

The book focuses on the lives of 84 children from 73 countries sharing their stories and photos.

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Estimates show that charities could be missing out on £1.5bn a year due to high bounce rates on sites not adapted for mobile.

A film promoting the book has been available by the book publisher on Youtube and social media pushes across Lonely Planet and War Child channels are being planned. The video is also made available via the Lonely Planet’s website.

User generated content

Existing online promotion has included using the user content created book website Toppsta.

War Child UK Chief Executive Officer Rob Williams said, ”We are so pleased to be working with Lonely Planet Kids on This is My World. War Child supports children affected by conflict and we work in countries which are often forgotten or misunderstood.

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“We’re thrilled that in this book children who’ve beensupported by War Child and experienced the effects of conflict in Syria and Uganda are represented, and their voices and experiences will be heard by children around the world. Thankyou to Lonely Planet Kids and all who buy the book in the UK for helping us reach more children affected by conflict to provide the protection, education and support they need to recover from the traumas of war.”

Last year War Child was one of four charities to be awarded funding and support through a charitable foundation set up by cloud sharing firm Dropbox.