Save the Children launches DRTV fundraising campaign

Three months after launching its most ambitious campaign ever to reduce global infant mortality, Save the Children has begun the fundraising stage of the campaign, launching a multi-channel effort to attract donations to the cause.

The three-year campaign, ‘No Child Born to Die’, was launched by Save the Children in January, backed by celebrity endorsements and set out a range of goals targets related to the Millennium Development Goals on preventable child death.

The fundraising arm to the campaign has now kicked off, with direct response television commercials, online advertising and two simultaneous door drops. The DRTV ad, called ‘The Longest Journey’, began airing last week and focuses on what is needed to guide a child through the first five years of their life healthily. 

(excerpt from Civil Society website, 3 May 2011)