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Charity Uses Vine to Highlight Children In Need

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

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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.

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About

Credits
Date
Apr 15, 2013
Agency:
AMV BBDO
Client:
Kids Company
Copywriter:
Alex Grieve
Copywriter:
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
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