Save The Children shifts gear for global campaign

Save The Children says a major campaign launched this week shows a fundamental shift in the messages it wants to communicate.

The children's charity kicked off a global drive this week to raise public awareness of the problem of child mortality.

PR manager Rosie Jordan said the charity's latest brand refresh and global campaign sees it moving away from portraying children as victims of their circumstances.

'Instead we are communicating a sense of injustice that these children are dying and emphasising how really simple measures can save a life,' she said.

Save the Children has particularly targeted young professional families, aiming for coverage in both broadsheets and tabloids. It also managed to secure an interview with GMTV on Monday morning.

All six of the charity's internal press team members have been working on the campaign. The charity's global offices are also involved in the project.

Meanwhile, Henry's House has been handling the media around an innovative website that connects viewers with residents of the Kroo Bay slum in Sierra Leone.

The site enables people to navigate around 360-degree images of the slum, catch up with the latest news through regular 'webisodes' and ask residents questions about what life is like for the 4,000 children living in Kroo Bay.

It allows donors to see the difference their money is making to the slum. The next big push will be next month, when more simple ways of saving lives will be unveiled.

The charity has also secured a partnership with Bauer Publishing, in which children will take over radio stations on 28 March.

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