The first brand campaign for children's charity Coram has been launched by Sir Martin Sorrell

In a blow to the newly active Chairman and Chief Executive of ITV, the Competition
Commission have this morning definitively ruled that the CRR remedy, (which allows buyers
of advertising airtime to renew their existing contracts with ITV, with investment adjusted to
reflect the change in ITV1’s audience share), will be maintained for the foreseeable future.
The only concession that the Commission has made to ITV’s extensive lobbying is an
amendment to include viewers delivered by the ITV1+1 and ITV1HD channels.

 

Sir Martin, Founder and Chief Executive of WPP, the world leader in marketing communications services, presented the charity’s new brand creative called ‘Opening Doors’ to an invited audience of media owners and potential supporters at a reception hosted by Coram’s President, Lord Young of Graffham, at The Foundling Museum, Bloomsbury, on Tuesday 18 January.

Coram is the UK’s first children’s charity, established as the Foundling Hospital by Thomas Coram in 1739, and now helps more than 15,000 children and young people each year.

As the lead charity of the Lord Mayor’s Appeal and with ambitious new projects planned, Coram is embarking on a new advertising campaign to raise its profile among a wider audience.

The brand concept and emotive imagery created by MediaCom Create highlights Coram’s mission to ‘open the doors of opportunity’ for thousands of children in London and across the UK.

Sir Martin Sorrell said: ”Coram is a hidden gem, which does fantastic work to transform the lives of thousands of vulnerable children. This year’s activities, including being the main beneficiary of the Lord Mayor’s Appeal, offer a unique platform for Coram to permanently increase awareness of the cause. I urge the rest of the media community to support Coram in whichever way possible to help open the doors of opportunity for children in London and across the UK.”

Dr Carol Homden, Coram’s Chief Executive, said: “Coram helps children facing loss to feel save and loved, and to have access to education and opportunity.  We are a part of the nation’s culture, with past supporters including Hogarth, Handel and Charles Dickens.  Today six of our children’s projects are the first, the biggest or the best in the country, yet we are one of the nation’s great untold success stories. 

“That’s why we are delighted to have the support of Sir Martin Sorrell and his creative teams to help us launch our first advertising campaign.  We want everyone to know our story, so that Coram can reach greater numbers of vulnerable children and gives them a better chance in life.”

The campaign is already being backed by Pearl & Dean who are generously supporting the initiative by screening Coram’s first cinema advertising. Coram is hoping that many other media owners will follow suit.