19 November 2012 - 7:46pm | posted by | 0 comments

Barnardo’s and Picturehouse partner to launch Christmas cinema screenings

Barnardo’s and Picturehouse partner to launch Christmas cinema screenings Barnardo’s and Picturehouse partner to launch Christmas cinema

Children's charity Barnardo’s has partnered with Picturehouse to offer a range of Christmas screenings, including a broadcast of The Nutcracker live at the Royal Opera House, in a bid to raise awareness and money for the charity.

The multi-platform activity has incorporated on-screen, online and social media as well as in-house press and OOH advertising; all orchestrated by media agency John Ayling & Associates and Digital Cinema Media.

The partnership with Picturehouse has enabled Barnardo’s to offer a greater depth of content, explaining how the charity helps generally, and more specifically around Christmas, by utilising the various touch points across the Picturehouse estate.

Crucially, it has given cinema-goers the opportunity to donate via on site Barnardo’s fundraisers or on-screen text response.

Gerry Anyanwu, group head at DCM said: “We worked together with JAA on a bespoke solution for Barnardo’s. The partnership offers a unique opportunity to leverage the creative work across all Picturehouse touchpoints in an environment where the audience is highly receptive.”

Lindsay Gormley, assistant director of marketing at Barnardo’s added: “Christmas at Picturehouse allows us to connect with donors at Christmas time. The ability to engage cinema-goers with detailed content about our work and projects makes this activity a vital part of our overall campaign. The TV campaign which is airing at the same time raises awareness and continues to be an effective medium but we wanted to incorporate a more personal and tailored piece of activity.”

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