Save the Children set to launch youth magazine

ANNIE KELLY

Save the Children is to launch a travel and lifestyle magazine designed to appeal to its younger supporters and encourage their future support and loyalty.

Imagine will be produced biannually and will be sent to around 55,000 young Save the Children supporters across the country.

The charity has discovered that the majority of its younger donors are recruited by face-to-face fundraisers and have designed the publication as a follow-up to this initial contact and as a way of retaining interest.

"Results have shown that these younger supporters do not respond well to more traditional fundraising techniques," said Jane West, direct marketing executive at Save the Children. "We're very keen to try alternative ways to engage them with our work."

The editorial for Imagine will focus on personal stories about the charity's work throughout the world. The magazine will also cover cultural issues, which Save the Children believes will be of particular interest to the target audience. The first issue also features an interview with radio DJ Trevor Nelson and a piece on gang culture.

Rough Guides, the travel publisher, will supply information on the various countries featured in Imagine. West said that the involvement of the publisher would bring credence to the venture.

"We chose to work with Rough Guides as it presents factual information in a way that we knew would appeal to this audience," she said.

"This brand is very well known with the youth market and we felt it worked well with this publication."

Tourism Concern is also providing information for a feature in the first edition about tourism in Vietnam and may also contribute to future issues.

Save the Children is discussing the potential of sending Imagine to other segments of its active database, but is waiting to see how its younger supporters react to the magazine.

This is the first time that the charity has created a publication for the 18 to 35 age group, although it does produce World Children, a magazine targeted at its more traditional supporters.

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