40 Hour Famine

The 40 Hour Famine strategy was designed to encourage children to raise funds for the charity World Vision.

40 Hour Famine

Your Weekend, Their Life

Agency: Zeppelin Direct Advertising

 

Introduction/Marketing Challenge

The tried and tested 40 Hour Famine strategy is to get kids to fund raise on behalf of World Vision. Kids are targeted through 3 channels school, church and individual. World Vision has established volunteer networks within the school and church channels that successfully promote, organize and support the campaign.

However, individual registrations and donations from television have been declining year on year. The Marketing Challenge for Zeppelin Direct was to target and increase participation of individuals.

Campaign Objective

The primary objective of...

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