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Campaign

Do charities overuse shock tactics?

‘Charities have a long history of using shock tactics in their advertising and they’ll continue doing so. The fact is that there’s a lot of competition in the sector and it’s difficult getting people to donate to one charity rather than another. Also, while major charities have budgets to run sustained campaigns, small ones such as Harrison’s Fund and Pancreatic Cancer Action have little money. But you can’t rely on shock tactics forever. In the case of Harrison’s Fund, we’re promoting an app that makes a mini-payment every time you use the snooze button on your mobile.’

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