Save the Children Week, which takes place from April 25 to May 1, marks Proximity's first work on the business since winning the account last August. The campaign will incorporate direct mail, online activity, press, posters, leaflets and inserts.
The creative illustrates the "Skip a Treat" message, where people can pledge the money they would have spent on a treat to Save the Children to contribute to the lives of children all over the world. Images of treats such as chocolate bars or a portion of chips are illustrated across all media.
A direct mail pack will go to 300,000 current supporters from Save the Children's database, and posters will appear in London Underground stations such as Oxford Circus and Marylebone.
Other celebrities supporting the campaign include Claire Sweeney, Trevor Sorbie and Julian McDonald, who will all be skipping their favourite treats, which range from a pair of shoes to a pedicure. The charity hopes to raise as much as 拢1.25m.
As many as 15,000 volunteers will be distributing flyers and collecting nationwide for the charity during the Save the Children Week.
Digital activity includes a where users can upload images and messages about what they are skipping. Banner advertising will appear on a number of sites including Lastminute.com, eBay.co.uk and Thisislondon.co.uk.
In addition, the Evening Standard and Metro will be running five ad insertions and The Guardian is distributing 300,000 inserts during the week.
Marcus Fidge, head of direct marketing development at Save the Children, said: "This is the first time that Save the Children Week has been promoted through a united campaign incorporating advertising, fundraising and volunteer material. This is an exciting prospect for all of us."
Save the Children is also currently researching the nation's favourite treats. The campaign will also allow the children's charity to capture data for future activity.
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