Medium and message: Children's Society

Interactive memories from childhood form the bedrock of a campaign by the Children's Society.

Before the launch of the Children's Society's new campaign, Hundreds and Thousands of Childhood Memories, the charity sent cupcakes covered in hundreds and thousands to key media companies. These were accompanied by hand-written cards telling journalists to look out for the campaign, which is officially launched at the end of this month.

"We acknowledge that we will be doing a lot of work with the media over the next 12 months," says Jason Harding, head of campaigns at the Children's Society. "We are looking to establish good relationships with journalists. We want to create a buzz in society, and an informed journalist is a more receptive one."

The aim of the campaign, which is part of the charity's Good Childhood Inquiry, is to encourage people to submit their favourite childhood memories to a special microsite, created for the campaign. The memories will then be published on the site so users can browse through them. The aim is to help people understand what they can do to improve the lives of children.

"We prefer electronic communication because of its immediacy and ability to reach a wider group of people more cheaply," says Harding. "It allows people to experience interaction with the privacy elements taken care of. It is a richer experience and can be accessed easily from home."

There will also be 10 roadshows at major UK shopping centres between February and June to publicise the campaign.

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