The challenges to active fundraising caused by the pandemic in the last year, has seen the charity sector struggling. To inspire generosity in people and to encourage donations, DIY Home & Garden retailer Woodie’s and Rothco, part of Accenture Interactive, have created a heart-warming new advert that celebrates the brand’s charity fundraising initiative - “Woodie’s Heroes”. The initiative, which has been running for the past six years, raises money to support four childrens’ charities each year. For 2021 these charities are Barnardos, Down Syndrome Ireland, Autism Assistance Dogs Ireland and Childline.
Each year, over the course of one month, colleagues from Woodie’s help raise donations for the chosen charities. Having raised €2 million to date through the generous support of customers, colleagues and suppliers, Woodie’s wanted to highlight the work of these brilliant charities and further bring awareness to the campaign.
This year’s featured charities offer different services, which is why Rothco, part of Accenture Interactive, wanted to tie them together under one meaningful idea - a nightlight; the perfect symbol to reflect how they’re always there, looking out for kids and families across Ireland.
Rothco, part of Accenture Interactive, created a 40 second spot, which shows a family under the nightlight’s watchful eye, sisters enjoying the happy childhood all kids deserve. The wise and caring owl, who is watching over them day and night, symbolises these charities and their round the clock work. The nightlight also scrolls through four distinct colours, representing each of the charities. Rothco, part of Accenture Interactive, worked with Motherland to design and produce the tailor-made nightlight featured in the film.
To bring the campaign beyond in-store, the nightlight owl will be brought to life across multiple platforms including TV, radio, social and outdoor. A specially created digital outdoor media will feature the owl glowing in four different colours to highlight the four amazing charities.
Shay Madden, creative director at Rothco, part of Accenture Interactive comments: “Our Woodie’s campaigns always have an everyday household object at their heart. We choose to have a nightlight at the centre of this piece to represent the amazing children’s charities that Woodie’s is supporting in their ‘Heroes’ campaign. The owl is the perfect symbol. It not only glows four different colours to represent the four different charities, but it also provides a constant reassuring presence for the children and their families, reflecting the support these amazing charities provide all year long.”