Children's Society targets baby boomers in latest campaign

The Children's Society is trialling a multi-channel appeal targeting baby boomers in the West Midlands region.

The appeal goes live next week and will integrate direct mail, press ads, inserts and an online microsite designed by agency DMS. It aims to recruit people as Community Sponsors. Carolyne Coupel, head of direct marketing at the Children's Society said: "The concept of Community Sponsorship sets us apart from other children's charities as we focus on very localised issues and tap into the audience's desire to rekindle a genuine sense of community."

Activity focuses on a local project - Safe in the City in Birmingham - and highlights genuine case studies from children in the area. The local programme manager is featured discussing local issues in a video clip on the microsite and those who sign up to be Community Sponsors will receive ongoing communications form the local projects.

This is a test campaign for other UK regions.

www.childrenssociety.org.uk