ActionAid: How WPN took a charity dependent on a single medium and transformed its reach

ActionAid was one of the first UK charities to develop sponsorship, and has consistently made it successful.

When they came to WPN, however, they were limited to a single medium that was working for them: face to face. Aware of the problems of this medium, WPN worked to develop new and cost efficient routes to market. DRTV proved to be the most successful. We regularly travel to India and Africa to make new, powerful commercials.

We have looked at long commercials, short ones, 'tops and tails', SMS response - and even 15 minute long infomercials. We use radio, too. We handle the media planning and buying, and we work closely with the call centre to match volume to capacity. DTRV is now one of ActionAid's most successful media.