The Co-operative has launched a new ad campaign created by TBWA\Manchester to promote its Membership Community Fund scheme.
The community fund sees grants of £100 to £2,000 distributed to worthy causes across the UK, with £1m awarded to successful groups in 2009.
TBWA's new campaign, made up of online display ads, regional press ads and a Facebook tab, encourages those most in need to put themselves forward for the grants.
The campaign launched with a 96-sheet billboard opposite The Co-operative's head office in Manchester. The ads feature real projects and people that have benefited from the grants.
Videos showing the positive impact of the grants are airing on Facebook.
Fergus McCallum, CEO of TBWA\Manchester, said: “The Fund is all about improving and helping communities and so who better to sell that concept than the people who have benefitted from the grants.
"By using real people and real stories we were able to raise awareness of the existence of the fund as well as capture the essence of what a difference a few hundred pounds can make to a community group.”
Earlier today it emerged that the Co-op had agreed a one-year deal to sponsor ITV's national weather bulletins.