SAVE THE CHILDREN: DRTV
Save the Children has a highly successful suite of DRTV executions, yet they could see that there was a need to modernise and future-proof their fundraising programme in line with their evolving global brand proposition. A new approach was needed to prompt audiences to re-engage with the brand and more clearly reflect the organisation’s work.
A ‘reportage’ style of filming and commentary gives the new executions a raw and visceral feel creating powerful cut-through in a crowded marketplace. Arthur has created a number of banker ads which have been part of Save the Children’s ongoing programme since 2014. The most recent in 2019 focussing on pneumonia in East Africa.
The results have proved the worth of the new approach and helped Save the Children protect their category leader position in the UK and across global DRTV markets.
After rigorous proposition development, Arthur launched ‘Street Children’, demonstrating that the charity could achieve successful fundraising DRTV with propositions that move beyond the traditional ‘banker’ subject of ‘child malnutrition’.
Launched in 2019 as part of an integrated appeal on the subject of child pneumonia, this is the latest in Arthur’s series of successful DRTV executions for Save the Children.
Arthur’s first DRTV execution for Save the Children, first aired in 2014, it became one of their best performing ads, and was still on-air and driving high donation figures well into 2019.