The Gift Aid 2000 campaign, promoting the Government’s tax-free
charitable initiative, has been extended from the TV launch phase into a
variety of media, through HPT Brand Response.
The agency picked up the task in January, when its above-the-line sister
shop, Rainey Kelly Campbell Roalfe, won the advertising business in a
pitch run by the Central Office of Information (Campaign, 8
The HPT campaign, written by Simon Sinclair and art directed by Kit
Marr, comprises 18 million inserts in magazines and the national press.
The inserts will appear in titles ranging from Red to FourFourTwo to
PlayStation. Eleven executions have been tailored to suit the content
and readership of each particular magazine.
Additionally, four million Gift Aid tube tickets, one million postcards
and one million beer mats have been produced. The choice of media
reflects the campaign’s aim of generating donations and encouraging
sustained giving by the under-35s.
The sector is known as the ’bucket generation’ - those who are willing
to give on a one-off basis but who have no established relationship with
a particular cause or charity.
Steve Harrison, the creative partner of HPT, said: ’We have avoided the
more conventional approach to charity advertising. There are no
guilt-inducing headlines and we don’t use harrowing imagery. The lines
are engaging and lighthearted and the illustrations are beautiful .’