Dont miss our awards deadlines

Kids Company uses Vine to ask for help to make neglect stop

Kids Company has used Vine’s looped format in its latest campaign, created by AMV BBDO, showing distressing scenes of neglect, malnutrition and abuse followed by a call to ‘make it stop’.

The videos feature a number which viewers can text to make an instant donation.

Every text donation will unlock a second ‘thank you’ film which will show the same children in positive, safe scenarios.

Kids Company founder, Camila Batmanghelidjh, said: "Child abuse and neglect is devastatingly isolating. Twitter is all about friendship and connectedness. There will be so many maltreated children who will be grateful to know that Twitter cared enough to help them."

By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy