Refuge has worked with creative agency Profero on a digital version of the Don't Ignore It campaign to raise funds for the charity and create awareness of domestic violence and abuse. The pop-up advert, which appears on websites including iVillage, AOL and handbag.com, challenges the viewer to intervene in domestic violence.
It shows a man hitting a woman and an icon captioned "Stop this", which clicks through to the donation page on the Refuge website. Lisa King, Refuge's director of communications, said: "Using the button's position to create a visual barrier between aggressor and victim not only drives the message home, but also demands action from the viewer."
World Vision is hoping to raise £250,000 through a direct mail pack sent to 70,000 supporters. The pack mimics a grow bag, similar to those available from a garden centre, to highlight the importance of agriculture to African communities. The polythene outer envelope tells the supporter that their donation will help farmers grow fruit and vegetables under some of the harshest conditions on earth, and a letter inside explains that they can improve lives for poor communities in Niger, west Africa. The pack also includes a seed marker featuring a space for the supporter to write a personal message for the beneficiary overseas, which can be forwarded to them.
Refugee Action is building its core donor base through a direct mail campaign to nearly 23,000 cold contacts. Working with marketing agency TW Cat, the campaign focuses on how female refugees flee war-torn countries, only to experience harassment and hostility in the UK. It includes a case study of Nadifa, a Somali woman who fled the civil war after being raped and losing her family. The campaign aims to raise a total of £21,698 to fund a project for traumatised refugee women, and is being supported by inserts in various publications and press advertisements in daily newspapers The Guardian and The Independent.
Breakthrough Breast Cancer and Breast Cancer Care are to benefit from a fundraising campaign set up by Avon Cosmetics' Breast Cancer Crusade using merchandise including T-shirts and wristbands, interactive media, events and PR activity. Central to the campaign is the Shake It double compilation CD, featuring dance tracks from the 1970s to the present day and picked by celebrities including Denise Van Outen, Cilla Black and Denise Lewis. The campaign will feature on the charities' websites and the merchandise will be sold through the LA Fitness website and Avon representatives.