The Christian organisation wants to encourage children aged 12 to 16 to take part in the fundraiser, which involves giving up food for 24 hours, and wants to develop an alliance with a brand that appeals to young men.
It has hired Kazoo Communications to promote the event to children and hopes to raise £900,000 to help kids who have been affected by HIV and Aids overseas.
‘We want to give young people a taste of what it feels like to be hungry for 24 hours,’ said World Vision comms officer Andrea Stephens. ‘After all, it’s only 24 hours for us – it’s days, months or years for some people living without [adequate] food and housing.’
Kazoo plans to attract endorsement from pop stars, sports personalities and other celebrity youth role models. The agency will invite the celebrities to go on a press trip to a developing country to demonstrate how World Vision’s projects have helped those in poverty.
Kazoo won the account from incumbent agency Saint Stephen’s PR in a shootout against Shine Communications and Slice.
The fundraiser will take place in February 2005, with bursts of comms activity planned from November to March.