The charity will demonstrate how child sponsorship is still an effective way of helping individuals and communities in developing countries by focusing on its positive impact.
Freya Paleit, who will lead the campaign, joined the charity in April as its first PR manager. She was previously PR manager at Marie Curie Cancer Care. The ActionAid team is now four-strong.
The charity will produce a supplement with The Guardian, which will look at the different ways that child sponsorship affects developing communities.
It will chronicle Coronation Street actress Sally Whittaker’s visit to India to meet a child she sponsors and will include interviews with sponsored children from the developing world.
Paleit’s team is also commissioning a survey for use with local radio stations and newspapers. It will ask adults in the UK who they were most influenced by during their childhood. This will be used to show how child sponsors can affect a child in a positive way.
The charity is selling in features in woman’s weeklies based on letters sent by children to their sponsors in the UK. It will also set up interviews with a number of its celebrity supporters who have sponsored children.