Burnett Works promotes The Big Toddle

Burnett Works is helping children's charity Barnardo's to develop the fundraising potential of its Big Toddle event.

Appointed last August, the agency has conducted a strategic and creative review of the fundraising walk, and the charity is about to launch this year's event with an improved focus and new creative elements.

Gillian Egan, account director at Burnett Works, said: "With the target audience for the Big Toddle already close to saturation point, we've focused on how to improve the conversion rate of registrants and on increasing the average donation."

A series of creative elements have been produced to provide clearer positioning of the event. They include concepts and copy for national and regional press ads, bus shelter and online ads, welcome and loyalty mailing packs and a How-to-Toddle pack. The new creative approach includes more child-facing materials including a Big Toddle storybook that has been illustrated by well-known children's illustrator Ian Cunliffe.