Giving Campaign targets youth press in run-up to first G-Week

Footballer David Beckham and rapper Eminem are featured in a new advertising campaign that aims to convince young people that charity is about more than older people rattling tins.

The Giving Campaign has bought adverts in teen magazines Smash Hits and Match in a drive to make charity as appealing to young people as music and football.

Follow-up adverts fronted by yet-to-be-named celebrities will be broadcast on Smash Hits TV in the run-up to the first G-Week from 23 -27 June, a celebration of young people's giving.

The adverts, part of a £15,000 deal with media company Emap, are the latest tactic to get more young people to give.

Andy Thornton, campaign manager for young people at the Giving Campaign, said: "It's about getting young people to realise that charities are one of the major makers of change in society and they're not just for grannies."

The 12 schools that do most for charity in G-Week will be awarded £1,000 each, with one overall winner invited to visit a British Red Cross project overseas.

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