Communication and fundraising target groups in The Netherlands: Kids


In 2007, a strategy was developed for the coming years for the kids-target group (children aged 7 to 12). Children are very concerned with the fate of their peers in other countries. They are therefore interested in War Child and open to actions. War Child helps them to get involved in the work it does in project countries.

The kids-target group was reached through Internet, during events and actions and in articles in the media. The Dutch website www.kidsforwarchild.nl offers information for children and teachers: e-cards, games, assignments, talks and two new sets of lessons for primary school.


Kids for War ChildIn the past year, digital newsletters were sent to children on ten occasions. The number of children receiving these letters rose from 500 in January to 5000 in December. This rise can be explained by the fact that during events for children in 2007, War Child specifically requested that they leave behind their email addresses. Finally, in 2007, information officers gave 104 presentations at schools.

Events and actions
On the International Day of Peace on 21 September, 6000 children and kids ambassador Jetske van den Elsen took part in a Peace Parade and a Peace Party in the digital Habbo Hotel. In Uganda, Sudan, DR Congo and Sierra Leone children were active in local marches and festivals for peace. In December, the action 'Speel Goed met Geld' (Play well with money) was organised in collaboration with Dutch bank Postbank. Children were able to buy and sell toys on a website, and all proceeds went to War Child. This site was visited 34,062 times. This event provided high visibility on account of a broadcast on the Children's News and in a special show of children's network, Nickelodeon, as well as in a number of national newspapers and trade journals. Finally War Child won the second prize in the Kids Choice Awards (an award in various categories, chosen by children) and thus was awarded € 60,000 in gross broadcasting time on Nickelodeon.

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