The activity launches this week in Scotland and Northern Ireland before rolling out in London and the South-East next month. World Vision has hired Meteorite to handle the work; the business was previously held by FCBi.
The creative concept centres on the global development charity's call centre and how the relationship between a sponsor and their sponsored child begins. World Vision has 527 children seeking sponsorship, each of which costs £18 a month. The TV work features images of some of the children.
A Christian relief and development body, World Vision works with children, families and communities to overcome poverty and injustice. Its work extends to 47 countries and it aims to change the causes of poverty through campaigning and church partnerships. It plans to spend an estimated £5m on promoting child sponsorship and is considering some direct mail later in the year.
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