VSO highlights plight of disabled children with DM push

The campaign, created by the charity's retained direct marketing agency Kitcatt Nohr Alexander Shaw, will target 35,000 existing VSO donors.

The mailout focuses on the difference donations can make to the lives of disabled children and their families through case studies. These feature harrowing stories including a child being tied to a chair all day and others being hidden under beds.

The campaign carries the strapline, "You can't sweep disabled children under the carpet... but you can hide them under the bed... or tie them to a chair".

Paul Kittcatt, creative partner at Kitcatt Nohr, said: "It was important to create a campaign that both illustrated VSO's inspiring role working with disabled people overseas, as well as raise awareness of the maltreatment of disabled children through real-life stories and images."

Joel Voysey, VSO head of individual partnership development, added: "We're confident the campaign's copy, combined with its powerful case histories of disabled people who've been assisted by a VSO volunteer, will generate strong support for our work among existing and lapsed donors."

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This article was first published on brandrepublic.com