React unveils poignant fund-raising 48-sheet poster creative by Pulse
Children's charity React has worked with Pulse to create a fund-raising 48-sheet poster that aims to encourage the pubic to donate via instant text giving.
Set to break in London on Saturday 8 June, the poster dramatises the short lifespan of terminally ill children, putting a reality check on an icon of parenthood. The poster features a child's first shoes, shot by adland photographer Todd Antony, accompanied by the headline "Ella's first shoes, Ella's last shoes." The bold headline is followed by a call to action to donate to the charity by text.
Of the creative, Vicky Andreas, director at React, said: " It will really open the public’s eyes to the tragedies React’s families face every single day."
Pulse executive creative director, Paul Turner, commented: "We intend to significantly raise their profile, and hopefully this first work is simple enough and strong enough to cut right through and cause a reaction with everyone who sees it.”
Mike Spicer, CEO at Pulse, added: "Sometimes the simplest ideas are the best. The fact this poster looks relatively harmless, until you read the line, makes it incredibly powerful to anyone who has children – and even those who don’t."
On top of the campaign launch this weekend Pulse has also announced that Innovision's Rob Sharp has joined the agency as divisional director of events and exhibitions. Sharp spent two years at Innovision and prior to that was at Exposure for four years. In his new role he will work closely with chairman Gerry Ellender who commented that he was "looking forward to working closely" with Sharp to "establish Pulse Group as a recognised leader in the events, experiential and exhibitions world."
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Pulse Group
New business for brand activation agency Pulse Group in 2011-2012 included Colgate Total, BPA, Morrisons, Sanex and World Hepatitis.
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