- Recent research suggests that celebrity endorsed charity campaigns aren't resulting in an increased number of responses.
- Only 5 out of the 1000 11- to 25 -year-olds that NfpSynergy surveyed said that were more likely to support charities endorsed by celebrities.
- In addition, the research also suggests that younger people are more likely to respond to campaigns featuring celebrities.
- Despite these findings, celebrity endorsement remains a commonly used tactic amongst non-profit organisations and both Cancer research UK and Save the Children are both about to launch celebrity endorsed campaigns in the near future.
Source: PR Week
- Oxfam is looking to position itself as a fashion brand through a new ad campaign
- Using highly styled ads using unique outfits sourced from actual Oxfam shops, the campaign looks to tell the stories behind the clothes
- Oxfam's head of retail remarked: ""These new ads show that fabulous looks can easily be achieved by dressing from Oxfam – with the knowledge that a vintage outfit will not only be a complete one-off, but supports sustainability and raises money to overcome poverty and suffering."
- Watch the ad here
- Harnessing existing reputation as treasure trove for vintage finds
- Arguably an extremely effective way to target young, fashion-conscious women and raise money outside of traditional fundraising channels
- However, will it be difficult to compete in a market where other charities and fashion retailers are running similar schemes?
Source: Campaign
- Quit UK, the smoking charity, are set to target book lovers in a new campaign
- The campaign, which launched on 1st February, aims to reach those who are on the cusp of giving up their new year's resolutions
- Inserts will be strategically placed into a number of books in second-hand bookshops, Quit's charity shops and book-vending machines, among other places
- The insert, which will be placed before the beginning of the final chapter, will read: ""The end. If you smoke, statistically your story will end 15% before it should. For help with quitting call the Quitline on 0800 002200."
- Although this is an interesting and arguably innovative approach to target those trying to quit smoking, questions must be asked about the effectiveness of what is arguably a tactic that will interrupt people when they don't necessarily want to be interrupted. Will this approach just annoy them and drive them away from the cause?
- It could also be argued that there may be a lot of wastage reaching those who are already non-smokers.
Source: Campaign
