The Drum Awards Festival - Official Deadline

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By The Drum Team, Editorial

January 24, 2012 | 2 min read

Save the Children has embedded a digital message in the newsletter sent to 240,000 supporters, allowing them to watch the message through their smartphones using the Aurasma app.

Users can then click through to the Save the Children website to make a donation.

This is the first ever use of Aurasma in a charity campaign and it is hoped this new way of communicating with supporters will help boost donations.

Alexandra Bono, senior digital fundraising executive of Save the Children, said: "At Save the Children, we are always looking for new ways to engage people with the human stories behind our life-saving appeals. Aurasma has enabled us to deliver a digital message through our supporter newsletter, Children Now, which goes to 240,000 of our supporters. Video has the power to connect with people in a very impactful way, and our printed newsletter is a trusted and familiar communication. This campaign, facilitated by Aurasma, brings together these two channels in a compelling new way which we hope will support donations to our East Africa appeal."

Martina King, managing director of Aurasma, said: "We are delighted to be working with our first ever partner in the charitable sector - Save the Children - an organisation devoted to saving lives across 120 countries. Aurasma is a fantastic fit for charities looking to get their message across in these difficult economic times as it delivers very high rates of engagement and is available to our partners for free. It is wonderful to know that our technology can help Save the Children raise awareness of the East African Campaign."

Aurasma Save the Children

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