Reading Room creates new Whizz-Kidz digital campaign
01/10/2007 - London
Reading Room creates new Whizz-Kidz digital campaign
A new digital communications campaign has been created by Reading Room to raise awareness and money - and generate social networking opportunities - for Whizz-Kidz. The national children's mobility charity appointed Reading Room after seeking candidates through the Advertising Agency Register (AAR) and holding a five way competitive pitch. "Reading Room were clearly in tune with Whizz-Kidz brand values and they demonstrated great innovation and a real understanding of our cause" said Jill Cochrane, Communications Director of Whizz-Kidz.
Reading Room created a powerful viral marketing campaign and a new website http://www.whizz-kidz.org.uk. The viral "My Attitude to Life" features the very people the charity helps. Five "Whizz-Kidz Ambassadors" talk on camera about their attitude to life, their passions and hopes for the future. The videos are shown on the site and on Youtube. To help people really relate to the kids shown in the videos, a quiz invites them to gauge their "Attitude to Life" - Determined, Enthusiastic, Relaxed, Passionate or Caring. The kids featured on the video clips are the personification of those 'attitude types'. A Facebook application for the quiz has also been developed to help spread the campaign message and move the charity further into social networking.
The new site provides a simple and effective means of encouraging online donation, volunteering and campaigning. It also features a 'Kidz Zone' where any child can create and update a profile and communicate with friends. Reading Room custom-designed a Content Management System (CMS) for the site so it can be continually and easily updated.
Ruth Owen, Chief Executive at Whizz-Kidz said: "The new site provides parents of disabled children with the information they need to access our service and looks to engage young people by giving them a place to go, get actively involved and make new friends. It will also inspire people to find out more about our work and hear directly from the young people we support".
"Whizz Kidz have a very positive message and the entire campaign reinforces that. The integrated online campaign - viral and website - will boost Whizz Kidz' profile and broaden the charity's reach and impact. Whizz Kidz were incredibly open and receptive to creative ideas and ways of approaching their online communications in what is a challenging sector, and that's clearly paid off with this excellent campaign!" added Margaret Manning, CEO Reading Room.
