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.
According to the research, almost half (45%) of UK parents have purchased duplicates of their child’s favourite toy in case it gets lost or damaged. The survey also found that one in four parents in Britain would be prepared to travel up to 200 miles if their son or daughter misplaced their favourite toy.
Two thirds (70%) claim that they would offer a reward for the safe return of a cherished toy, with nearly half of that number saying they would be willing to pay double the purchase price for its safe return. This is perhaps unsurprising given that 38% of those questioned said their child can NEVER go to bed without their favourite toy.
37% of mums and dads confessed to trying to appease their child by telling them a missing possession was now being looked after by the ‘Toy Fairy’.
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)
Project for World Vision