Save The Children: Skip Lunch - Save A Life - Advertising Success on a Plate

How advertising acted as a catalyst for media attention and public donation for a special campaign by Save the Children to raise funds for the threatened famine in Africa (1991).
Agency: Ogilvy & MatherAuthor: Julie Davey

Save The Children: Skip Lunch - Save A Life - Advertising Success on a Plate

INTRODUCTION

Every year, for a single week in April, Save the Children Fund appeals to the British public to help it with its work. On average, it manages to generate 600k. In April 1991, its voluntary income for the week increased tenfold.

Its annual appeal succeeded in raising 5.5 million in the midst of a biting consumer recession, in the wake of a number of emergency public appeals and for a cause which strikes a...

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