Direct response TV advertising has become a crowded and competitive market. In recent years charity fundraising on TV has become quite formulaic and as a result consumers are becoming more cynical and less responsive. Brand attribution in DRTV is also in decline as consumers struggle to differentiate between the causes that are advertising to them.
Save the Children are pioneers in DRTV, they are UK’s largest and most successful fundraiser on TV, where they lead others tend to follow. Following filming in the Democratic Republic of Congo last year, our latest fundraising TV ad for Save the Children airs this week. Our challenge was to move-on the format, to further distance Save the Children from the cliches commonly associated with DRTV. To produce an authentic and respectful film that conveys an example of the urgent and compelling need at the heart of their cause.
Our approach was to present the story as Save the Children see it, though the eyes of their people on the ground, to bring the viewer in closer to the reality of Save the Children’s work in Central Africa.