大象传媒

Fergal Keane examines the history of charity appeals and the relationship between charity organisations and the media.

Be it a malnourished child in Africa, a neglected dog or a day centre desperately in need of new equipment, it seems that there is no end to the number of people, animals or organisations that could benefit from a charitable donation. And if charities can harness the power of the media with a hard-hitting advert, a celebrity endorsement or an emergency appeal, then it is likely that their cause will reap far greater financial rewards.

Fergal charts the history of the relationship between charity and the media, and considers the way the message is conveyed, the impact of celebrity endorsement, the quality of charity programmes and the responsibility and risks to the media in encouraging us to make a donation.

The history of charity and the media goes back to the earliest days of broadcasting. The 大象传媒's first charity appeal was in 1923, when it broadcast an appeal on radio for the Winter Distress League, a charity representing homeless veterans of the First World War. The appeal raised 26 pounds. In 1927 the 大象传媒 set up the Appeal Advisory Committee, whose role, to this day, is to decide on the 大象传媒's choice of charity partners and to oversee campaigns including The Radio 4 Appeal, Comic Relief and Emergency Appeals such as the Haiti Earthquake Appeal, which was broadcast recently.

Commercial broadcasters have also played their part in raising money for charity. In 1988 ITV launched its own all-night charity appeal, in the guise of the ITV Telethon. The 27-hour TV extravaganza saw all of its regional broadcasters come together to raise money for disability charities across the UK and the programme was repeated again in 1990 and 1992. In 2009, Sky Sports ran an interactive red button campaign during the Champions League final so that viewers could donate to a David Beckham-endorsed campaign to raise awareness of malaria.

Programme contributors:

Diane Reid, 大象传媒 Charity Appeals Advisor
Lucy Polson, UK Representative for the charity SOS Sahel
Caroline Diehl, chief executive of the Media Trust
Jenni Murray, broadcaster
John Grounds, director of Child Protection Consultancy.