Kazoo appointed to handle CARE International work in developing countries

CARE International has called in Kazoo to launch an initiative to support entrepreneurs in developing countries.

Aiming to help people in developing countries: CARE
Aiming to help people in developing countries: CARE

The charity works in more than 70 countries tackling poverty, including providing emergency relief in Haiti.

Kazoo will be responsible for promoting the launch of CARE’s microfinance project, lendwithcare.org.

Through the  website, members of the public can loan anything from £15 upwards to entrepreneurs in the world’s poorest countries, to help inhabitants work their way out of poverty.

The entrepreneurs in developing countries will all have set amounts they are trying to raise. Once a project is off the ground, the money will be refunded to the lenders.

Kazoo MD Lydia Hoye will lead the agency team, reporting to CARE International head of donor marketing Tracey Horner. Hoye said: ‘Lendwithcare.org is a tangible way to pledge money and get money back afterwards.’

She added that CARE was not as well known as other similarly sized charities, as it did not spend a lot on marketing: ‘As a charity, its name recognition is not huge. It’s not Oxfam, so getting cut-through is going to be a challenge. We need to achieve longevity and sustained interest after the launch period by coming up with new ideas.’

Kazoo has been selected following a competitive four-way pitch for an initial four-month campaign. The brief is worth £30,000.

The agency will be aiming the campaign at consumers over the age of 25, as well as business pledgers.
In addition, Kazoo will be organising press trips to visit people arranging loans in Africa and Indonesia.

The agency will also be leading an online campaign using social media and content creation, and is planning a series of stunts.

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