ActionAid has launched a campaign to recruit child sponsors for Burma which will see the charity run hard-hitting ads across a range of media.

The campaign, launched on the 12th of November, involves television advertisements, direct mail, online and press elements and is centred on the ‘Forgotten Children’ of the south east Asian country.

While the charity had recently expressed an interest in developing its fundraising offers outside child sponsorship, the giving mechanism is still an integral part of its individual giving recruitment and retention. Alongside the requests for child sponsors, ActionAid will be making lower level asks in press inserts in order to target the less affluent.

Watson Phillips Norman, which has developed the campaign for ActionAid, said that the campaign is essentially targeting mothers as well as a range of groups interested in Burma as an issue. 

No specific figures as to income or new donor numbers were released.