Justgiving is a that is a "donating channel", which provides a way for people to donate money safely and securely online to charity.
The campaign features three press executions, one of which shows a young woman sitting on the couch with the copy "Charity begins at home. Especially when there's something good on the telly" followed by the strapline "Lazy people can be good people too".
Two other press executions show people at home or in the office. The home ad features a large bloke resting at his PC while the office ad has a worker asleep at this desk with the line "Now you can help those less fortunate than you from the comfort of your own backside".
The executions are all meant to highlight how the barriers that normally get in the way of giving to charity can easily be overcome by visiting Justgiving.
Anne-Marie Huby of Justgiving.com said: "As a donating channel rather than a charitable cause in itself, Justgiving was a challenging and unusual brief. Publicis has delivered a genuinely creative solution that will help strengthen our unique position in the charity world and build up on the growing awareness of Justgiving among ordinary charity supporters."
The agency's relations with the site began after it was the subject of a dummy pitch scenario, which was part of the shop's graduate training scheme. On the back of that, Justgiving came to Publicis for strategic advice with the specific brief to develop cost-effective ways of raising awareness.
Publicis executive creative director Nik Studzinksi and his head of copy partner Gavin Kellet created the print campaign. Photography was by Spiros, who is best known for his Monster.com work.
The campaign, overseen by board account director Tish Mousell, had no budget and is relying on media being donated.
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