Humanity & Inclusion
- by Ian McCawley
Humanity & Inclusion – known as Handicap International in France -has collaborated with integrated agency to develop its first DRTV fundraising campaign.
The campaign features the famous French singer-songwriter and new ambassador for the charity, Yves Duteil, with the aim of recruiting long-term donors.
WPNC has developed 30-second and 60-second DRTV ads, a series of social media videos and a landing page for the campaign which is called ‘Tendre la main’, or ‘give a hand’.
WPNC has worked with the charity to devise the striking TV and digital campaign, which embraces the organisation’s core values of humanity and inclusion.
The aim is to persuade people who see the DRTV and digital executions to become long-term regular supporters, at a time when Coronavirus-related face-to-face fundraising restrictions are contributing to a downturn in donations across France’s third sector.
After conducting extensive research the agency tested two creative concepts before developing the ad. Duteil was chosen to become an ambassador for the charity as his biggest hit song Prendre un Enfant par la mainembodies its values. Filmed at home near Paris, he appears in the ad – which features the song – as well as in a supporting PR campaign.
Xavier Ducrest, Director of Handicap International France, commented: “We were impressed with the successful track record of WPNC in both the UK and France, and they were the natural choice to support us with the campaign. The agency also understood us from a cultural and communication point of view, despite being based in London while our head office is in Lyon.”
Gail Cookson, International Director at WPNC, said: “It was amazing to work closely with a charity that is so dear to our hearts, and to have the opportunity to collaborate with a French charity after helping so many UK charities. We hope the campaign will have a big impact on younger donors, alongside the charity’s existing donor base of over-50s.”