The concept of encouraging people to give up a habit or activity for 24 hours to raise funds for children dying from hunger is a powerful way to engage the community and raise awareness about a critical issue. The 24 hour fast is Concern’s largest fundraiser. The fact that the campaign has been running since the founding year of Concern in 1968 speaks to its enduring impact and significance. We coordinated a national media campaign, complete with national and regional photo calls, interviews, press releases, sound and news bytes through traditional and social media channels ensuring a comprehensive approach that maximizes reach and engagement.

It was always a pleasure to work and support the Concern team. The 24 hour fast was one of a number of communications campaigns we ran for Concern, others including Stop Child Labour, Anti Human Trafficking, supporting their office during the Indian Ocean tsunami and many others.