The School Food Trust charity's Really Good School Dinner campaign has signed up 600 schools and received almost 10,000 pledges to donate 10p to the charity from school children.
The fundraising week runs this week and encourages primary school children to have a school meal and donate 10p to the UN World Food Programme to provide children in the developing world with school meals.
The campaign, launched by agency VCCP in December, now has a presence on Bebo, Flickr, Facebook and YouTube now to stimulate awareness of the fundraising mission (Marketing, 9 December). The campaign is receiving radio, press and TV interview support from singer Jamelia.
VCCP is encouraging kids to upload pictures and videos of their own Really Good School Dinner week.
Schools receive a table in an online 'virtual canteen' and a pack containing scratch card posters and wraps for collection buckets. The children create an animated avatar on the campaign's website. These can interact with other avatars and find out how their school is faring in league tables of pledges.
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