Kids Company in London are raising money for their annual Christmas Day event supporting over 1000 children. A series of site-specific 6-sheet posters shows young children alone in the city, evoking the conviction that no child should be alone at Christmas. Members of the public are invited to donate £5 to help fund this year’s event, which provides gifts, food and company on Christmas Day for young Londoners whose circumstances rule out a traditional family celebration.
The campaign will be supported by digital outdoor posters in 38 malls across the UK, a 30” radio ad, press insertions and a suite of digital display advertising.
The Kids Company poster campaign was developed at AMV BBDO by head of campaigns Laurence Guinness, creative director Jane Caldwell, agency planner Louise Nolder, art director Paul Cohen, copywriter Mark Fairbanks, with photographer Thom Atkinson and Kids Company fundraising and external affairs director Neil Lovell.
All media was donated on a charitable basis thanks to the help of Clear Channel UK, Tower Hamlets Borough Council and PHD London.