The 60-second DRTV ad, to be shown on cable and satellite, aims to give a voice to some of the UK's 120,000 Plan supporters as they talk about the experiences of sponsoring a child and encouraging viewers to do the same.
The ad was created after research from WWAV's planning arm Zalpha discovered that sponsors felt rewarded if they could see the progess that children and the community are making as a result of their funds.
Based on this insight, footage of developing countries is interspersed with real sponsors from the UK talking about the differences their sponsorship has made.
At the end of the ad, a voiceover asks viewers to call Plan to sponsor a child for 拢15 a month.
Ian Haworth, WWAV Rapp Collins chairman, said: "There is a growing need for donors to feel genuinely connected to the cause which they give, and by showing real sponsors talking about what their support means for children, the value of such a relationship is made explicit."
Media planning and buying for the campaign is through MediaCom.
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