2,000 “lost" teddy bears have appeared on UK high streets to launch World Vision UK’s latest campaign
The campaign, created by VCCPme, aims to raise awareness of the dangers children face in the world’s poorest communities and encourage people to sponsor a child. This is the first campaign created by VCCP since its appointment as lead creative agency in September 2018.
Each bear (named Hope) is fitted with a tag on its wrist with directions on how people can help build awareness of the world’s most vulnerable children by sharing the bear on social media.
To support the launch, World Vision questioned more than 1,000 UK parents to find out the extreme lengths they’d go to make sure their children are not parted from their favourite toys.
At this time of year, it’s incredibly difficult for any charitable organisation to cut through the clutter as the entire market ramps up its fundraising efforts and potential donors are distracted by commercial brands vying for their attention. Hope is not just an insight driven solution to this, she’s the first chapter in us telling the real story of World Vision’s cause. Gavin Hilton, Strategy Partner (VCCPme)