International children's charity Plan UK is embarking on the largest recruitment campaign in its 65-year history.
The charity, which has 100,000 people across the UK sponsoring a child in 45 of the world's poorest countries, is preparing to roll out an integrated campaign. Plan UK hopes the campaign, set to begin in October, will attract 20,000 new sponsors.
For the first time, Plan's press inserts used words from a child, rather than more traditional calls to action. The message reads: "I want more than this."
The insert tells people how they can sponsor a child to "give children the life they should have".
The charity wants the work to raise awareness as well as increase its sponsor base. It is also expected to encourage people to visit its web site, www.plan-uk.org, or call its UK headquarters to contribute £12 a month.
Plan UK will expand its range of media to include radio, DRTV and press ads from the autumn.