16 March 1999
National medical research charity Action Research launches its first ever national advertising campaign on March 22nd with the help of its famous furry mascot Paddington Bear.
The launch of this emotive campaign coincides with the start of Paddington’s Suitcase Challenge, a major £1 million appeal for research into children’s disease and disability.
The campaign will feature national and regional print advertising through both newspapers and magazines; a 4-sheet poster rail platform campaign in London and the South of England; possibly the first use by a charity of the back of 1.6 million London Underground tickets and a combination of sponsorship and airtime slots on Classic FM.
To add a little extra spice to the campaign launch, Paddington Bear will accompany a 48-sheet mobile billboard on a world-record attempt to visit 15 venues from Land’s End to John O’Groats in 11 days between March 22nd and April 1st. Celebrity photocalls at each venue will support Paddington’s Suitcase Challenge.
Media buying for the campaign was by Rocket, with creative by Attack Design. Action Research Communications Director, John Grounds, formerly of Barnardo’s and The Body Shop, said:
‘We are tremendously excited about this campaign. We are delighted with Rocket’s highly creative buying approach. A limited budget has been spread effectively through a range of media which match our appeal targets and our supporter profile. Attack’s creative work is striking and emotionally powerful, delivering a clear message about who we are, what we do, and why we need support for Paddington’s Suitcase Challenge.’
It is hoped that the campaign, which will cost around £200,000 over three bursts of activity in March/April, May/June and September/October, will culminate in the successful conclusion of Paddington’s Suitcase Challenge.
For further information, interviews and photographs, please contact: John Grounds, Action Research, 01403 327425