The campaign, which has been negotiated by MediaCom, breaks this week with a set of 60-second stunt spots on ITV1 and a community venture asking people to ‘pick up their paintbrushes'. The ITV activity launched on Sunday with three 60-second ‘stunt' ads during the commercial breaks of Dancing on Ice. A dedicated Video on Demand channel on ITV.com and Friends Reunited will go live this week. Branding will appear on the ITV Player and a dedicated video channel on ITV's 24/7 interactive service. As part of the campaign The Sun's will be working with Dulux to paint and rejuvenate community projects throughout 2009. ‘Paint for Change' will showcase 33 projects in 11 geographical regions. Readers will vote online at the sun.co.uk for the project that they believe is most worthy. The winning projects will be visited by the ‘Power Painters' in a co-branded tour bus. Press coverage of each winner will be featured on-line. The strategy was developed by News International.
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