NSPCC launches online campaign to target mothers
By Danielle Long, New Media Age ON 11 MAY 2009
The NSPCC is to launch an online ad campaign targeting mothers in a bid to attract new regular donors.
The interactive banner ads, created by advertising agency RAPP, will appear across parenting sites and major online sites in a bid to appeal to their maternal instincts.
The interactive ads feature children and encourage users to play with and help teach the children, before a screen change reveals a call to action to donate to the children's charity.
Lisa Williams, appeals manager at NSPCC, said, “The idea is to target mums, interrupt their session online with creative that taps into their maternal instincts to help children.
"We want them to feel as though they can protect vulnerable children as easily as they can their own - by clicking on the banner and donating they can protect a child at risk of abuse."
http://www.nma.co.uk/nspcc-launches-online-campaign-to-target-mothers/3000469.article
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