Harvest digital wins online account for CARE International

New online marketing programme to increase regular donations to leading international aid agency
Video placements used to increase response

LONDON, 24 May, 2007… CARE International, one of the world’s largest aid agencies, has appointed online marketing agency Harvest Digital to launch its first comprehensive digital strategy. The charity aims to recruit more monthly donors though the internet to support CARE’s work around the world.

CARE works with 48 million people to find a way out of poverty each year. This year, CARE hopes to register people to give monthly donations of ten pounds which it will use to provide essentials like food, clean water and education to some of the neediest people in the world.

Harvest has produced a variety of creative advertising in multiple formats, including some with video streaming of a child, Malita, from Zambia, who is helped by CARE International. Banners feature Malita with copy saying, ‘Every 5 seconds a child dies from hunger. You can stop this. All it takes is a click of your mouse to save a child like Malita from poverty.’ Viewers click through to a landing page built by Harvest, www.careforthechild.org.uk, which streams a video of Malita describing how she has benefited from the charity’s support. Visitors can click through to make a regular donation of ten pounds to CARE for a Child. Every six months, CARE International sends all donors an update from Malita highlighting the effectiveness of the work they are supporting.

The online display advertising is targeted at a broad range of donors and is supported by an integrated media campaign to extend CARE International’s reach across the internet and drive response. This combines search engine marketing on Yahoo!, MSN and Google and affiliate marketing on the buy.at network with email marketing and online display advertising.

Tracy Horner, Head of Donor Marketing at CARE International said: ‘We wanted to increase our online activity to recruit monthly donors. We selected Harvest Digital to produce the digital strategy because of their experience in the sector and because they bring a creative approach to integrating digital media.’

William Corke, Director at Harvest Digital, added: ‘CARE International was using Google Adwords to drive people to their site but we recommended a more far-reaching strategy combining several different digital media channels and producing rich and engaging creative in order to rapidly gain a wide range of learnings that we can use to effectively grow CARE’s use of digital marketing.

‘This creative provides real examples of the people that have been helped by CARE and describes how the funds will be put to use which increases donations through all the channels. This means more children can receive regular care.’

The creative is produced in several formats including emails and banners for affiliates, which highlight key facts such as ‘£10 pays for a class of children to each have their own pencil and exercise book’ and ‘£22 will pay for a teacher’s salary for a month so that AIDS orphans can enjoy a free education.’ The media and creative will be optimised to ensure the campaign delivers regular donors for CARE International.

About CARE International

CARE is one of the world’s largest aid agencies, working in 70 countries to fight poverty and helping more than 48 million people every year. Our long-term programmes tackle the deep-seated causes of poverty and we are always among the first to respond when disaster strikes. We remain with communities to help them rebuild their lives long after the cameras have gone. For more information, visit www.careinternational.org.uk

About Harvest Digital

Harvest Digital is a full-service online marketing agency specialising in media planning and buying, search marketing, and online marketing creative.

Formed in 2001, the company is privately owned by staff. Based in Soho in London, clients include Tesco Personal Finance, Norwich Union, Auto Trader, Thomas Cook, 3M, Tiscali, Shelter, uSwitch.com and CMC Markets.


For further information please contact:

Joanna Burton
Head of PR

Harvest Digital

e: joanna@harvestdigital.com

t: 020 7479 7500

William Corke


Harvest Digital


t: 020 7479 7505

Sophie Kummer

Communications Officer

CARE International UK

e: kummer@careinternational.org

t: 020 7934 9347

Published on: 12:00AM on 24th May 2007