Send a Cow, Christmas 2017
- The aim
- Send a Cow wanted to educate the public about buying ethical gifts and raise awareness of Send a Cow's mission and gifts at Christmas.
- The message
- Buying a gift from Send a Cow helps a family lift itself out of poverty, and it is the longest standing and first UK provider of virtual gifts.
- The angle
- Over a third of Britons (38%) said they were more likely to give to charity this Christmas, while over £2 billion is wasted on unwanted presents each year. Virtual gifts of tools, seeds and livestock were pitched as a meaningful alternative.
- On air
- A long-serving member of the charity's team
- The result
- 28 items of coverage reaching 2.9 million, including BBC Radio Devon, BBC Radio Leicester.
Budget £4,900Delivered £7,475Above budget 53%On air 2h 08m