A new advertising campaign launched 28 April 2002, Beat Poverty, is Save the Children's program to raise awareness of and fight child poverty
Save the Children consider that Poverty is the single biggest threat facing children around the world today. It steals the lives of children and denies them their right to education, health, nutrition, shelter and all the things that we taken for granted.
The keystone of the STC UK Beat Poverty Program is the campaign commercial which shows that there is hope / poverty can be beaten.
In the commercial the hand of Poverty returns to the screen in the last part and attempts to grab the child from the Save the Children logo. A glow emanates from the logo itself, fending Poverty off, as Lisa I'Anson delivers the final statement: 'Poverty preys on young lives. Join Save the Children's campaign. And help Beat Poverty.'
Narrated throughout by actor Christopher Lee (of Lord of the Rings and Star Wars fame), the commercial draws on the dark side of many traditional and contemporary children's stories, nursery rhymes and fairy tales. The script is almost like a nursery rhyme using rhyme, tongue twisters and word plays.
Catalyst produced the integral campaign which includes tv, radio, newspaper and cinema presentations. Marc Middleton Heath, Campaign Director for Catalyst, said “Poverty is personified as a dark, sinister character but this was carefully animated so that we don't shock the audience.”
To see the campaign in further detail and also other initiatives by Save the Children UK, visit their site on www.savethechildren.org.uk.
Join forces with Save the Children to Beat Poverty by visiting the website at www.beatpoverty.org.