Product category:
Direct marketing agencies
News Release from: Watson Phillips Norman
Edited by the Marketingservicestalk Editorial
Team on 12 December 2007
WPN produces DRTV ad for Care
International
Leading direct marketing specialist Watson Phillips Norman (WPN) has produced a DRTV commercial for Care International.
The initiative marks the charity's first foray into this highly effective marketing channel Care International is a developing world aid agency that focuses on helping children living on the edge of survival
The ad aims to highlight the problems that leave these children vulnerable and without hope.
Care appeals for GBP2 a month to contribute towards basic urgent needs such as food, medical aid and shelter, to give them a more secure future.
The ad went on air from mid-October on Challenge, ITV3, Living TV2, More 4, TCM, True Movies, UKTV Bright Ideas, UKTV Drama, UKTV Food, UKTV Gardens, UKTV People and UKTV Style.
The ad's highly recognisable voiceover is provided by Scottish actor, Bill Paterson.
Gail Cookson of WPN commented: "As with many development charities, this ad aims to tug at the heart strings of prospective donors - it takes the audience through a mini emotional journey focusing on a handful of children and explains the reality of their life, some appearing emaciated and needy.
"It conveys this in a factual way without being too shocking, and then goes on to explain how GBP2 a month can help.
"The music was specially composed for this ad, and dramatises the emotion by combining the tone of the imagery with the mood - a low beat at the start to express the sadness from these children and uplift in the second half showing children smiling as we focus on the solution provided by Care.
"Care has a reputation for doing fantastic work and this gave WPN as an agency an immense challenge and a lot to live up to, particularly as this was their first ever experience on TV; we're really proud of the result, it is a very compelling ad".
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