An ITV talent show 'Born to Shine' has raised £2.1 million for Save the Childrens' 'No Child Born to Die' campaign. The talent show brought in children with exceptional talents to teach celebrities their talents. The competition culminated after a 6 week run on Sunday nights with the winner Jason Manford being announced just this past Sunday.
All the money raised came from on-line and telephone pledges as well as from the new UK Aid Match Scheme.
This scheme sees the Government match pound for pound funds donated by the public to charity appeals for projects in developing countries. This successful campaign and use of media shows the connection between charitable giving and entertainment. When the two are combined the public become more excited and are encouraged to donate due to the interactive quality of the campaign.
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