Medium and message: Save the Children

Save the Children sought the help of several hundred Gordon Browns in an effort to influence the Chancellor.

Save the Children has launched a search for men who share the name of the Prime Minister in waiting, Gordon Brown, to support its free healthcare campaign for children in Africa.

"We wanted something that was quirky and amusing, but also hard-hitting," explains Peter Shackleton, a campaigner at Save the Children. "The aim of was to encourage Brown to address healthcare at the G8 summit in Germany last week."

The charity identified more than 800 Gordon Browns across the UK. About 30 have pledged their support, and the charity has been uploading interviews with them onto the internet.

Shackleton says: "People who support the campaign have made pledges such as promising to name a pet Gordon Brown, or creating a dessert called Gordon Brown. We were aiming at people who were already politically aware. That's why we used the internet, because that's where a lot of political dialogue takes place. Ultimately, the campaign was aimed at putting pressure on Brown, who was key to getting the G8 summit at Gleneagles to promise free healthcare across Africa."

An old Honda, painted with details of the campaign, has been touring the UK to raise awareness of the issues. It carries an image of Brown made up of 800 children - the number of children who die every day because healthcare is too expensive.

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