Charity Uses Vine to Highlight Children In Need

Six second films by AMV.BBDO encourage donations to "unlock" another loop.

Published on

Editor's Pick

UK charity Kids Company has turned to Twitter's Vine to highlight the plight of homeless, abused and neglected children in a new digital campaign through Abbott Mead Vickers BBDO. The six second Vine loop is followed by an on-screen call to "make it stop" and a text code enabling viewers to make an instant donation. Every text donation will unlock a second, "thank you" film which will show the same children in positive, safe scenarios.

The Vine films have simply been created and uploaded on a smartphone, with no media spend or post production.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Apr 15, 2013
Kids Company
Alex Grieve
Antonia Clayton
Art Director:
Adrian Rossi
Art Director:
Eliot Wykes
Agency Planner:
Louise Nolder
Account Manager:
James Walker-Smith
Account Manager:
Jane English
TV Producer:
Pete Shuttleworth
TV Producer:
Zoe Cunningham
Creative Director, Kids Company:
Jane Caldwell
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. View all Newsletters

Become a Member of Ad Age