Save the Children recently announced that their East Africa campaign has become their most successful campaign after Britons donated £7million in a 6 month period. This figure surpassed the record set by the £6.8million raised by the charity for the victims of the Asian Tsunami.
The campaign was initiated after reports emerged that in excess of 1.7million children in East Africa were being severely affected by the drought. The situation in Somalia was particularly dire with hundreds of thousands needing help, as short food supplies gripped their country.
The use of Bob Marley in their campaign was clever with songs being downloadable for donations and ultimately evoking a 'Bob Marley effect'. This high impact and highly concentrated campaign was extremely effective ensuring that help and donations reached those who needed it and the number of donations is sure to rise.
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