Save the Children launch digital campaign to highlight child poverty ahead of the general election.

Save the Children, the UK’s leading children’s charity, has launched a digital campaign featuring Gordon Brown, David Cameron and Nick Clegg, to place child poverty high on the political agenda during the election campaign.

The campaign, which consists of a Facebook application and a feature on, portrays an animated version of the party leaders holding a baby; a light-hearted take on the trend of politicians being photographed kissing babies when on the campaign trail.

Players choose a party leader and upload a photo into the infant’s face, then choose whether to peck, pester or pee on their chosen candidate. They then receive an animated film of the results which can be shared across social networking sites.

The game captures players’ email addresses and offers them three options on how to support the charities’ child poverty campaign.

Branislava Milosevic, Save the Children’s Head of Multimedia said, ‘The team here at Save the Children came up with the creative concept for this digital campaign. On the back of the elections being called we wanted something which would warm people up to our campaign against poverty herein the UK and overseas. Coast Digital helped us to bring this idea to life by creating this fun widget with a serious message.’

The campaign will run in the weeks leading up to the election and for the first 100 days of the new government.

The application was developed by Coast Digital, an award-winning digital agency. Jamil Shehadeh, Head of Creative at Coast Digital, comments:
‘Save the Children wanted a fun and entertaining game to tie in with the general election, which would bring attention to their child poverty campaign. The Peck, Pester or Pee Facebook application not only promotes their worthwhile campaign, but appeals to younger voters and attracts new supporters. And it’s good fun to play!’

To Peck, Pester or Pee, visit

For more information on Save the Children contact 020 70126841 or email

For more information on Coast Digital, visit, our supplier profile, or email Ali Jones,

Published on: 4:00PM on 20th April 2010