Development charity CARE International is launching its first fundraising campaign via DRTV.
The execution urges viewers to donate £2 a month to help buy food, medical aid and shelter for children in developing countries.
The ad, created by direct agency Watson Phillips Norman, features a voiceover by Scottish actor Bill Paterson. The work will break later this month on digital TV channels including ITV3 and More 4.
CARE works in more than 70 countries with the mission of helping 48m people find a way out of poverty.
The charity currently employs more than 13,000 people globally.
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