HPT creates media blitz to help Gift Aid 2000 funding drive

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 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

January).



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 .’



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