Cancer Research UK's Give in Celebration shortlisted for NMA Effectiveness Award

01/04/2006 - London

Cancer Research UK's Give in Celebration shortlisted for NMA Effectiveness Award

Cancer Research UK's Give in Celebration (www.giveincelebration.org) site has been shortlisted for one of New Media Age's prestigious annual Effectiveness awards.

The site designed by Reading Room was shortlisted in the Charity and Voluntary sector. This category recognises work done using interactive media to generate awareness or raise funds for charities.

Give in Celebration stands at the forefront of a new way of making online charitable donations. Users set up their own page on the site in celebration of a particular event and then invite their friends and family to make donations instead of buying gifts for them.

So far hundreds of people have created pages in celebration of weddings, anniversaries, birthdays and even a sponsored beard growing. Whilst some events have raised thousands of pounds every pound donated via every page contributes towards Cancer Research UK's life-saving work.

The New Media Age Effectiveness Awards were launched in 1997 to highlight the then emerging world of 'new media' and how effective a role it can play in reaching target audiences. Commercial development of interactive media has evolved in the increasingly demanding arena of the voluntary sector. Reading Room has responded by producing an innovative fundraising site which has resulted in over 600 Give in Celebration pages being created.

The NMA Effectiveness Awards seek to honour the use of all new media technologies and to award not only creativity but, more importantly, to act as a measure of effectiveness; what matters are results.