Hit or Miss? Charity initiative puts the heart into Halloween

International children's charity World Vision looked at Halloween and decided to promote its cause by asking people to change the way they carved their pumpkins.

Pumpkins with heart: activity in the village of Hope in Derbyshire
Pumpkins with heart: activity in the village of Hope in Derbyshire

The intention of the charity's ‘A Night of Hope’ was to raise awareness of the world’s poorest and most vulnerable children "who are faced with real fear every night of the year" and "turn a night of fear into a night of hope".

The campaign was fronted by television chef Lesley Waters and included a pumpkin ‘takeover’ of a village called Hope in Derbyshire.

How I See It

Andrew Baiden, CEO, Thirteen Communications

Put aside the worthy cause for a moment and look at the constituent parts of the story.

On first take, do the hearts look even more sinister than the normal scary faces? Or is it just me?

Finding a place called Hope is fine and we know that kind of place association works, but the physicality of the tactic really needs to be worked through to feel real.  

Adding a TV chef is a bit strange – I almost would have preferred seeing a Marco Pierre White or Gordon Ramsay trying to be angelic than just having a nice chef.

It all just feels too worthy for me. As we all know, good PR needs an edge otherwise it doesn't fly. But maybe it's just me and the coverage will roll in.

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