Kids Company uses Vine to promote donations

Kids Company, the children's charity, has released a series of videos created by Abbott Mead Vickers BBDO for Twitter's Vine service.

Kids Company: charity releases AMV BBDO-created videos for Twitter's Vine service
Kids Company: charity releases AMV BBDO-created videos for Twitter's Vine service

AMV BBDO created three, six-second Vine videos for the charity. The videos, which are on a loop, portray children in various states of neglect – for instance, eating out of a bin or drinking vodka – and are accompanied by a plea to donate money to the charity by text.Once a donation is made, a "thank you" film is unlocked showing a child in a safe environment.

AMV BBDO uploaded the ads directly onto Vine from a smartphone. The spots needed no post-production work and used no media spend. AMV BBDO does all its work for Kids Company pro bono.Antonia Clayton was the copywriter and Eliot Wykes was the art director on the campaign.

Camila Batmanghelidjh, the founder of Kids Company, said: "Child abuse and neglect is devastatingly isolating. Twitter is all about friendship and connectedness.

There will be so many maltreated children who will be grateful to know that Twitter cared enough to help them" Kids Company is a London charity that provides support to vulnerable, inner-city children.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More