FUNDRAISING NEWS: Virgin Atlantic asks travellers for loose cash for War Child

Passengers flying with Virgin Atlantic will be asked to donate their loose and foreign change to War Child from August this year.

The three-month deal will also see War Child promoted to travellers through editorial in the Virgin in-flight magazine and a 90-second ad to be shown on the passenger entertainment system.

Johnie McGlade, emergency relief co-ordinator at War Child, hopes the deal will reap "substantial

revenue for the charity.

"Although we can't possibly predict how much we'll raise through the partnership, we've got high hopes for this campaign,

said McGlade.

War Child also hopes the deal will increase awareness of the charity and help recruit supporters for its international projects.

"This is a great opportunity for us to get War Child out to thousands of people, and communicate what we do and why we need people's support,

said McGlade. "We're looking into ways of developing this relationship past the three-month mark."

The ad was produced by Tangents and features footage from War Child's projects helping children in war-torn areas such as the Balkans and Afghanistan.

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