The 'Give us the finger' campaign is designed to court controversy - charity advertising is a crowded marketplace and we want to provoke a reaction on the charities' behalf. If some people are offended by this approach, we'll know we've done a good job.
London (PRWEB) May 13, 2008
Help organisation (http://www.help.co.uk), the new, high-profile website offering fundraising and other capabilities to over 191,000 UK charities, is launching its 'Give us the finger' campaign on May 26 with a series of provocative but powerful adverts across TV, buses and billboards. Playing on words, the campaign subverts its own negative meaning with a positive call to action - asking people to use their fingers to make a donation online.
The multi-media promotion, devised by Help to drive online donations, will kick off with a viral campaign before rolling out to 5,000 buses and 3,000 billboard sites across the UK from May 26. A TV campaign from June 16 across satellite and cable channels will complete the advertising mix.
The aim is to jolt jaded public awareness on issues from homelessness to cancer. One print advert features a child in a wheelchair, with the caption 'Give these guys the finger … so that I might get back on my feet'. Other print adverts include images of a homeless man, a distressed dog and an elderly woman, with the strap line 'All we ask is…Give us the finger'.
Moe Nawaz, Help's director, says: "Many needy causes are 'given the finger' every day - ignored or overlooked due to donor fatigue. Help's campaign aims to make viewers do a 'double take'."
Posters and images from the campaign will be available free of charge to all the charities using help.co.uk to aid their fundraising, and can be overprinted with a charity's own message and details.
Nawaz adds: "The 'Give us the finger' campaign is designed to court controversy - charity advertising is a crowded marketplace and we want to provoke a reaction on the charities' behalf. If some people are offended by this approach, we'll know we've done a good job."
Help.co.uk assists charities of all sizes to save time and increase their income by enabling them to take credit and debit card donations, and offering fundraising support and gift aid processing, all under one roof. It aims to become the household name for online giving, and raise £10 million for UK charities in its first year.
PDF posters, magazine ads, postcards and flash commercials from the campaign can be found at http://www.help.co.uk/press.php .
Notes for editors
Help.co.uk is a service provided by Help Organisation Ltd, a UK registered company established in 2006 and based in Birmingham.
The Bank of Zurich purchased the million dollar domain help.co.uk (GBP £500,000) and offers ongoing support to the Help Organisation.
For further information, please contact:
Moe Nawaz director, Help Organisation Ltd
Tel: 0845 430 7676
Email: m.nawaz @ help.co.uk