A promotional campaign by baby bank charity Little Village has received pro-bono support from the media and advertising firms involved.

The ‘winter warmers’ campaign by the charity, which runs a network of baby banks, aims to encourage parents in London to pass on no longer used baby items for families in need.

Media firm Global has provided advertising space for free, meanwhile advertising agency involved Havas London gave pro-bono support to develop the creative, while the charity covered the production costs.

Havas London also covered costs of using photographer James Day to create the campaign’s image of two pairs of baby hands reaching out to each other.

“Currently we can’t keep up with the demand for our help, and so raising awareness of the charity and inspiring more support is vital so that we can support more families,” said Little Village’s marketing and communications director Hattie Foxwell.

“This striking creative sums up so well what we do; pass on pre-loved items so they can be re-loved by another child. It really does take a village and so the support from Global, Havas London and James Day to get the campaign live is invaluable.”

Havas London executive creative director Dan Cole added: “There are millions of baby things gathering dust in lofts and cupboards, held on to for sentimental reasons.

“But these once loved items could be much loved again – and make a huge difference to the 1 in 3 children growing up in poverty in the UK.

“Giving baby things a new lease of love is a wonderfully simple idea that sums up what this incredible charity does for thousands of families.”

Global has been involved with the charity for the last five years, handed it a grant through its Make Some Noise funding scheme in 2020.

“Now, as part of our wider Global Goodness activities we’re delighted to give the charity another significant boost – this time through our Media for Good commitment, where we use the power of our platforms to shine a light on important causes each year,” said Global Goodness director Suzanne Ryder-Richardson.

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