What is it?
Freedom from Torture has launched its first TV fundraising campaign, and will use new technology that has been pioneered by Sky to target those people most likely to donate to the charity.
Sky’s Adsmart pilot scheme was launched in August and Freedom from Torture was the only charity to be chosen by Sky to take part.
How does AdSmart work?
AdSmart marks a change in TV advertising made possible by digital TV. Instead of the blanket screening of commercials that are broadcast to everyone watching a channel, it sends different commercials to different households based on criteria such as age or income, using information held in the Sky+ set-top box.
Can't people fast-forward through the adverts?
Yes, but Freedom from Torture will pay only when a viewer watches the commercial without fast-forwarding.
So what happens in the charity's advert?
It tells the story of Freedom from Torture client Marie and aims to show that torture survivors are real people who have suffered horrific abuses, often as a result of standing up for human rights.
The commercial has been designed to challenge people’s perceptions about torture as something that happens far away and is not part of their lives. It suggests that viewers might know someone who is a victim of torture. Because of the restrictions on what can be said in advertising during the day, the horror of torture had to be suggested subtly rather than being shown on screen.
Third Sector verdict:
The advert itself isn't particuarly ground-breaking, but this partnership with Sky is a real coup for the organisation. It means that TV advertising has become affordable and available to charities such as Freedom from Torture for the first time and means that they can reach a far wider audience than was previously possible.