Hit or Miss? Save The Children takes 'mummy bloggers' to Bangladesh

Super mums Save the Children is taking three of the UK's best-known 'mummy bloggers' to Bangladesh to highlight the number of child deaths from illnesses including malaria.

During five days in September, the bloggers will be tweeting, creating video and photo galleries, and writing about their experiences. After announcing the news on their blogs and Twitter, mentions of #blogadesh on the social networking site reached 40,000 in one morning.


Jaz Cummins, Web and new media manager, AmnestyUK

Save The Children has done a great job in terms of the conviction with which it has approached this project. Flying three 'mummy bloggers' to Bangladesh is a progressive move by a big charity, especially as the cost is high.

It was good to see Save the Children being rewarded with a stream of blog posts and tweets, not to mention the mums pulling strings and teasing tweets out of Stephen Fry - broadcast to his 1.6 million followers, proving the campaign delivers ROI and reach way beyond the mummy bloggers themselves.

While it is essentially a good, old-fashioned press trip, the clout of the mummy bloggers is not to be underestimated and their influence as demi-celebs in their circles is powerful, although it was a shame it was not highlighted on Save The Children's UK homepage.


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