Digital Campaign of the Week: Save the Children

Gordon Brown, David Cameron and Nick Clegg attempt to kiss virtual babies in the charity's election viral to highlight child poverty. But how do the babies respond?

Save the Children child poverty digital campaign
Save the Children child poverty digital campaign

What is it?

Save the Children’s viral game, designed to place child poverty high on the political agenda during the election campaign.

Each animated party leader holds a baby. Players upload their pictures into the infant’s face, then choose whether to pester, pee on or peck their chosen leader. They then receive an animated film of the results, which they can share with their friends.

What does Save the Children hope to achieve?

To attract fresh supporters, particularly young people, says Branislava Milosevic, the charity’s head of multimedia. The game captures players’ email addresses and offers them three options on how to support its child poverty campaign depending on how much time they have: taking a minute to email local election candidates, 20 minutes to write a letter or a couple of hours to arrange to visit local candidates.

"It’s fun, but we’re making a serious point and it’s in line with the brand," says Milosevic. "The campaign will run beyond the election to the new government's first 100 days."

How is it being promoted?

Primarily on Facebook, where it is being promoted with a targeted ad campaign. 

Who did the creative work?

The concept was developed in-house. The site was designed and built by Coast Digital.

Third Sector’s verdict

An endearing game that leads to clear action. Even newcomers to political campaigning will feel confident tackling their candidates with links to supporter kits such as the lobbying guide. Everything they need is there.

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