The Spastic Centre has been renamed The Cerebral Palsy Alliance, with the launch of its first mass acquisition campaign.
Created by Loud, the “Moving Stories” campaign launches tomorrow across TV, radio, print, and online. It features children and their parents telling stories about what it is like to live with the condition.
Cerebral Palsy Alliance general manager, marketing & fundraising Marcus Blease said: “This is the first time we’ve launched a mass
acquisition campaign with additional content available on social media.
"Facebook allows us to show the complex challenges of a severe physical
disability and bring our donors closer to the newly formed Cerebral
Palsy Alliance."
Loud strategy planner David Halter said: “Rather than developing a campaign microsite, we’ve used Facebook to allow potential donors to watch extended video content on each family, leave comments of support, donate directly from the page and then receive ongoing updates about the cause.
“The result is a much more intimate experience giving the viewer a better understanding of the effects of cerebral palsy on everyday families.”
The Spastic Centre spent an estimated $1 million on main media in the 12 months to November 2010, down from $1.6 million in the prior period according to Nielsen.
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