Save the Children show raises £2.1m
By Daniel Farey-Jones, campaignlive.co.uk, Monday, 21 November 2011 10:21AM
'Born to Shine', the ITV talent show inspired by Adam & Eve's "no child born to die" advertising campaign for Save the Children, has raised more than £2.1m.
Justin Forsyth, chief executive of the global charity, said: "'Born to Shine' has been a huge success and has played a vital part in Save the Children’s ongoing campaign, 'No Child Born To Die'."
The six-week series involved children with exceptional talents attempting to teach celebrities a new skill. It culminated with comedian Jason Manford being crowned as the winner in August.
'Born To Shine' continued a campaign that Adam & Eve launched for Save the Children in January, which was the agency's first work for the charity since winning its £4m ad account in April last year.
The fundraising campaign was supported by Morrisons, Lloyds Banking Group and bus and rail operator FirstGroup.
Follow Daniel Farey-Jones on Twitter @danfareyjones
This article was first published on campaignlive.co.uk
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