PUBLIC SECT0R: Save the Children plans 'radical' approach

Save the Children Fund is developing a major campaign for next

year, concentrating on combating child poverty.



The UK-based global charity's head of media Alero Harrison said details

are not finalised, but pledged a 'radical departure from the traditional

charity approach'.



Its aim will be to raise public and political opinion in the UK to the

plight of children living in poverty across the world.



Media relations and public affairs will be handled in-house by the

56-strong comms team, which also has publications and education

divisions.



'The campaign will seek to educate, inform and radically change opinion

on child poverty. It is to be a pivotal initiative that will be

developed across all our marketing campaign and underpin fundraising.

The approach will also seek to build an in-depth knowledge of the

organisation while pushing the boundaries of creativity,' she added.



The charity has appointed charity marketing specialist Catalyst after a

three-way pitch to build the campaign brand and deal with all

above-the-line advertising.



Catalyst campaign director Marc Middleton-Heath will report to STCF

communications director Paulette Cohen.



The campaign will not alter STCF's main mission statement: to ensure

each child has a happy and safe childhood.



The charity's prime targets are those children affected by war,

political upheaval and natural disasters. The charity was spearheading

the UN's Special Session for Children, but the initiative has been

postponed after 11 September.



Last month the SFC was struggling to find outdoor contractors willing to

run its anti-war posters, according to STCF's ad agency, M&C

Saatchi.



The ads featured an Arabic girl and an English girl with the words 'save

the children' written underneath in both languages.



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