harvest digital

Online marketing agency Harvest Digital is launching a new campaign for homeless charity Shelter to highlight the issues faced by children in poor housing.

The banner and email activity will support Shelter’s ‘One Million Children’ campaign and aims to encourage customers to donate online or sign a petition to raise awareness of the million children in the UK who live in below-standard accommodation.

The creative mimics the ‘Through the Keyhole’ TV programme with copy asking ‘Who lives in house like this?’ The answer depicted is some rats and several cockroaches as well as one million children who live in poor housing.

The copy emphasizes that one in twelve children suffers higher risks of bronchitis, TB or asthma caused by bad housing and that homeless children miss out on up to a quarter of their schooling.

The email will be sent out via ad sales agency advertising.com, while display advertising is booked on finance and property sites, and is supported by paid search activity on Google, Overture and MSN.

Each banner or email clicks through to a specific landing page which encourage visitors to make a monthly donation and join the campaign to highlight the plight of the one million children living in poor housing.

Alan Gosschalk, director of fundraising at Shelter, said: ‘Over the past eighteen months, we have worked with Harvest Digital to test and optimise digital media to produce a strong donor acquisition channel at a keen CPA rate. The new creative and media strategy will deliver a fresh message to existing customers and reach a new audience for Shelter’s one million children campaign. We want to eradicate poor housing and see young people grow to their full potential.’

The campaign begins on 1 December.