Adconion and Initiative create TCT video campaign

Adconion Media Group and Initiative have teamed up with the Thai Children's Trust (TCT) to create the charity's first ever online video campaign.

The campaign, which launches in October, is aimed at 30-plus women and encourages them to help the TCT raise funds for Karen refugees in Thailand.

The campaign videos, created by the TCT under consultation with Initiative's creative department Lab, focus on the stories of Chenu and Yin, two Burmese children who were forced to flee the country.

The videos demonstrate the difficulties faced by Chenu, Yin and other Burmese refugees, and also showcase some of the TCT's safe houses, helping potential donors understand how their support makes a tangible difference.

There is also a Flash drawing tool, which allows users to create bright and cheerful drawings that can be shared with friends via e-mail.

The campaign will run with standard banners created by Lab, as well as expandable video MPUs created by Adconion.

Engagement and message testing will be performed as part of the campaign objective.

Viewers will be able to click through to donate or share with friends, encouraging them to also sponsor children like Chenu and Yin.

The standard banners will also retarget users that have interacted with the video ad or the TCT website, but not sponsored a child.

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