The campaign aims to drive online donations to support those affected by the coronavirus pandemic.
The collaboration will see 1.5 million inserts delivered to households through parcel deliveries, donated from the likes of Bloom and Wild, Hello Fresh, Debenhams and Toucan Box. While most of the UK population are at home, parcel inserts were chosen as the primary media channel for this campaign.
Creative, media planning, buying and distribution have all been donated by inserts business Connections by The Specialist Works. Denmaur Paper Media donated eight tonnes worth of 150gm2 gloss paper to the campaign, Carbon Balanced through the World Land Trust, and print production has been donated by the Eclipse arm of the Go Inspire Group.
The campaign went from idea to delivery in just seven days. The aim of the campaign is to drive online donations to the National Emergencies Trust. This independent body works with local charities and organisations to quickly distribute financial help in times of domestic disaster.
Parry Jones, COO at The Specialist Works said: "It's in the worst of times that you see the best in people and we are hugely grateful to our partners in helping us deliver this vital campaign which we hope will raise much-needed financial help for those worst hit by the impact of COVID-19. In our Connections business, we have a unique way of getting a message directly into the hands and homes of millions of people across the country, and we really hope this campaign makes a difference."
Patrick Headley, CEO at Go Inspire Group, said: "We all need to do what's in our power to promote aid for those that need it most at this time. We can connect with people by putting a physical message directly into their hands. The fact that print is a media that does get read, not only by the immediate recipient but those sharing the same household, means that we hope this will raise a considerable sum of much-needed cash for such a worthwhile cause."
Mike Gee, CEO, Denmaur Paper Media, said: "It's important that those who can help when needed step up and do so. I'm delighted to say, with the help and support of Burgo's Ardennes mill, we have been able to supply sustainable paper required for this important project. I have enormous respect for everyone involved, who have devoted their resources free of charge to make this happen. This collaborative effort is an exemplary demonstration of how paper, print and media continue to provide a highly relevant platform for communications."
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