How much did the TV ad campaign cost? Could the money be better spent helping more children and young people?
The cost of the advertising in March was approximately £550,000. We are making maximum use of resources already to hand by running the advert we produced last year, so there are no production costs for this campaign. Although this may seem a large amount of money, in the increasingly competitive charity sector, we cannot gain a market presence without building a strong brand that people can empathise with and understand. The money spent on advertising will increase our appeal and relevance as a modern charity in the public eye and gain more support. A strong brand presence is critical to our ability to win and retain funds to continue our vital work with children and young people. We always spend our money as responsibly and effectively as possible, and as a charity we are offered favourable rates on the production costs for our advertising. We spend 4 per cent of our annual turnover on advertising, and this figure reduces to 3.5 per cent if we include our income from our retail shops.
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