Marie Curie Cancer Care targets wider audience via TV

• Marie Curie, the cancer charity, is planning its biggest marketing push to date in a bid to target a wider audience
• Charity will use TV ads and smartphone apps for the first time to try and recruit donors outside of their core demographic of women over 40
• Marketing push will come as charity prepares to launch "Great Daffodil Appeal", its biggest fundraising event of the year
• Push will also see charity use a Facebook page where fans of the charity can register to become volunteers
• Part of communications will also focus on making givers aware of how their money is being spent

• In a sector where trust is low, it is interesting to see that Marie Curie are concerned with ensuring that givers and potential givers know exactly how their donations are being used
• Marie Curie is arguably a well-known name, so it is also interesting to observe how they are trying to maximise on this by extending their targeting away from their traditional group of givers
• The use of Facebook and smartphone apps also suggest a strategy which is trying to engage with a younger group of givers

Source: Marketing

Beckham and Mandela star in Save The Children campaign

• Save The Children have launched a new campaign entitled "No Child Born to Die"
• Campaign TV ad features David Beckham, Nelson Mandela and Usain Bolt among others
• TV ad will be the first phase of a campaign which is aiming to stop millions of children dying around the world
• Launch was also supported by a YouTube homepage takeover and a dedicated microsite

• "No Child Born to Die" is set to be a large campaign for Save The Children over the coming year, and this high-profile launch using celebrity endorsements show that they are trying to grab the attention of potential givers
• Given this high-profile launch, it will be interesting to see how Save The Children now proceed to capitalise on any interest it generates. Will they continue to use celebrity endorsements or switch to a more l0w-key approach?

Source: Marketing