Friday, July 29, 2011
I once suggested the headline 'Poor donkey' for a SPANA press ad, to raise money to help working animals in some of the world's poorest countries.
Bluefrog head of copy, Aline Reed, told me the client wouldn't go for it so I tried again and we ran with something like 'Goes on for weeks before collapsing. Saved in minutes with your help'.
Then we tested a reportage copy style vs a testimonial style and the latter did much better. It was an important lesson on the power of this first-person technique.
Suffering donkeys can't tell you how they feel. Suffering kids can. If you didn't see BBC3's documentary 'Poor Kids' this week, then you need to watch it using the iPlayer link below.
Three of the 3.5 million children living below the poverty line in the UK give their thoughts on their situation and their future prospects.
You'll discover a lot more shocking statistics about great Britain. And you'll hate energy companies and banks even more than you already do (why should the poorest people pay the most for their fuel and finance?)
These kids are incredible. They deserve to grow into incredible adults. Watch the programme and see for yourself.
Watch Poor Kids on iPlayer