FUNDRAISING NEWS: Red Cross to run ads on Channel 4 digital

British Red Cross will be the first charity to run an interactive TV ad on Channel 4's digital channels.

The launch of the ad follows a trial interactive TV campaign that the charity ran across the Sky network to coincide with Red Cross Week in May.

Viewers watching Channel 4 programmes through their Sky TV service will be able to donate money to the Red Cross using their remote controls.

The charity was approached by Channel 4 with a really good deal, said spokeswoman Sophie Ogden.

The ad will be shown throughout November and terrestrial viewers can call to donate.

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