The Child Poverty Fund: The national cry for help

This case study explains how The Child Poverty Fund, a Belgian charity, transmitted a cry for help simultaneously on all national television and radio channels in order to fight the silent problem of child poverty.

The Child Poverty Fund: The national cry for help

Campaign details

Agency name: BBDO BelgiumCategory: Cause, Charity/Non-profit Marketing or Social and Small BudgetCountry: Belgium

Background

The Child Poverty Fund was founded to fight increasing child poverty in Belgium. Because the fund was new, the primary objective was to raise awareness and get people to join the fight against child poverty by donating money. With the advertiser being a charity there was no media budget to count on and production cost needed to be minimised as much as possible.

National Context of the Campaign

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