Eddie Izzard launches Govt Gift Aid campaign

The cross-dressing comedian, Eddie Izzard, launches the Government’s Millennium Gift Aid scheme this week with a pounds 4 million campaign aimed at young people by Rainey Kelly Campbell Roalfe.

The cross-dressing comedian, Eddie Izzard, launches the

Government’s Millennium Gift Aid scheme this week with a pounds 4

million campaign aimed at young people by Rainey Kelly Campbell

Roalfe.



The direct response television commercial - Rainey Kelly’s first work

for the Government - shows Izzard following a tax man through the

streets of London while the Kinks’ song, Sunny Afternoon, plays in the

background.



The tax man is surprised to find himself greeted warmly by everyone he

passes - people stop to hug him, shake his hand, have a dance with him

or even to thrust a baby into his arms.



Meanwhile, Izzard explains to the camera why the tax man is suddenly so

remarkably popular - it is because he is giving an extra pounds 30 to

overseas charities for every pounds 100 donated by taxpayers.



The Millennium Gift Aid phone number appears on screen and on a bus-side

during the ad. Rainey Kelly and its below-the-line sister agency, HPT

Brand Response, were instrumental in setting up the phoneline and

devising a paper-free system for donating. Computers generate a random

list of three of the qualifying charities, from which callers choose

their final selection of organisations to receive their donations, which

can be given in instalments as small as pounds 5, provided they start by

May.



The Millennium Gift Aid scheme, which the Chancellor, Gordon Brown,

announced in last year’s Budget, began last July and continues until the

end of 2000.



MT Rainey, the planning partner at Rainey Kelly, said: ’We found that

young people, who are not generally in the habit of giving, were very

motivated by the partnership aspect. Eddie Izzard was the perfect choice

- he’s alternative and has integrity yet he’s popular and loveable.’



National press inserts, travel and cinema tickets, beer mats and a

website will support the TV ads, which were directed by Paul Weiland and

created by Seb Bishop and James Burrows. Media planning and buying is by

Motive and MediaVest.



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