Charity visionaries set to star in Aviva ad series

Camila Batmanghelidjh, the founder of Kids Company, is to feature in a new pan-European advertising campaign from savings and investments group Aviva.

The company has decided that associating itself with inspiring figures from the voluntary sector will boost its corporate image. Batmanghelidjh is one of two third-sector workers to feature in the 90-second ads.

"What we are aiming to do is to associate the Aviva brand with people who have great vision," said Sue Winston, spokeswoman for Aviva. "Camila is dedicated to building a better future for people who will be tomorrow's world."

Founded in 1996, Kids Company provides counselling and art clubs for children who have suffered the effects of drug use, prostitution and abuse.

Batmanghelidjh's work attracted nationwide attention last year when some of the children's art appeared in a three-month exhibition at the Tate Modern in London. The launch of Shrinking Childhood, which offered brutally realistic images of their pasts, was attended by Rowan Williams, the Archbishop of Canterbury and Alan Yentob, arts broadcaster for the BBC.

The Aviva adverts will be screened on CNBC Europe from this month until April next year. They will also feature Isola Akay, the founder of All-Stars gym, who works with disadvantaged young men.

Aviva will not be making official donations to the causes, but Batmanghelidjh and Akay will be paid for their participation.

However, Aviva is quick to point out that the speakers will appear "in their context", talking about their work. There will be no branding until the final scene.

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