Celebrities and digital media in campaign for Ugandan orphans

Today sees the official launch of an online charity founded by former Big Brother Producer, Lucy Buck. The charity, Childs i Foundation, aims to help the hundreds of Ugandan babies abandoned and left to die every year in the capital Kampala. Through the foundation’s ‘Buy a Brick’ online donation scheme, the public can now donate by purchasing virtual bricks to fund the first phase of the project to set up a babies’ home.
Child’s i Foundation wants to help put an end to the problem of child abandonment in Uganda by setting up its ‘Child Abandonment Project’. Developed with leading experts in social care in the UK and Uganda, this unique model has three elements: a support programme to help mothers at risk of abandoning their babies; a transitional home to provide short-term life-saving care; and a family placement programme to ensure every child grows up in a loving family.
The idea behind the charity’s digital fundraising is to minimise running costs by carrying out all activity online. This means more funds can be spent on the things that matter and less money is wasted on bureaucracy..
With support from celebrities such as Life on Mars star, Philip Glenister, leading independent TV production company Endemol and a team of global supporters a charitable foundation has been created which takes advantage of the immediacy and interaction of social networks, like Facebook and Twitter, where supporters’ ideas, time and commitment are just as important as money.
Philip Glenister, who fronted the ‘Buy a Brick’ campaign, and star of hit BBC TV series Life on Mars, said: “I’m proud to be involved with Child’s i Foundation – this is a fantastic, truly innovative charity, and one which I believe will make a real difference to the lives of hundreds of babies in Uganda who might otherwise face a very uncertain future. I’d urge everyone to please buy a brick and join the community – this virtual wall represents the real foundations of the project, and we will all be able to watch as it grows from the ground up.”
Lucy Buck, founder of Child’s i said: “Child’s i is a radical new interactive and online charity for the digital generation. We can show the impact of donations almost immediately; from day one we have been producing videos and blog posts to keep our community involved at every step and have a conversation with our supporters so they can see how and where their money is being spent. So far as a worldwide community we have raised £80,000 which is an incredible effort but we still need to raise another £50,000 before we can go out to Uganda to set the first phase of the project up and start saving lives. Today, we’re urging everyone to ‘Buy a Brick’ for a forgotten group of children.”
More than 100 UK TV professionals have signed up to volunteer their skills and visit Uganda to produce weekly video updates so supporters can see exactly where their money is going and the difference it is making to the lives of abandoned babies’, ask questions and make suggestions online. In the spirit of total transparency, the charity publishes their to do list online and everything from website build, marketing, branding, finance and legal support to child care plans have been provided pro bono by the charity’s large team of diverse online supporters.
For more information please go to: http://www.childsifoundation.org/
To ‘Buy a Brick’ please go to: http://buyabrick.childsifoundation.org
To join the Child’s I Foundation community go to: http://childsi.ning.com
About Child’s i
“When people get involved with us, they are actually acting to create something they can see. It’s not just putting a cheque in the post. There is an opportunity to make a fantastic difference to a generation of children…” Child’s i Foundation Patron and Editor Matthew d’Ancona.
Child’s i Foundation is a grassroots movement that uses the internet and social networks to communicate, organise and raise money for Ugandan abandoned babies. Buy a Brick is an interactive donation wall which has been managed and developed by a talented team of individuals in their spare time from organisations such as Endemol, The Guardian, W&K, BBC and MySpace. The virtual bricks will go towards building our babies home and the equipment needed to support the project. In the spirit of the charity every donation is important whether it is £2.50 or £500 (or more!). Buy a brick for a friend or loved one or to support the charity, write a message and the wall even tweets it from @buyabrick.
Child’s i Foundation is Endemol’s Charity of the Year – the TV production company supplied camera equipment, designed the logo, and gave time to film and edit the brick promotion with Philip Glenister.

A new charity launched today uses celebrity support, media professionals and online engagement to make a difference.

Child's i FoundationChild’s i Foundation, founded by former Big Brother Producer, Lucy Buck, aims to help the hundreds of Ugandan babies abandoned and left to die every year in the capital Kampala. Through the foundation’s ‘Buy a Brick’ online donation scheme, the public can now donate by purchasing virtual bricks to fund the first phase of the project to set up a babies’ home.

Child’s i Foundation wants to help put an end to the problem of child abandonment in Uganda by setting up its ‘Child Abandonment Project’. Developed with leading experts in social care in the UK and Uganda, this unique model has three elements: a support programme to help mothers at risk of abandoning their babies; a transitional home to provide short-term life-saving care; and a family placement programme to ensure every child grows up in a loving family.

The idea behind the charity’s digital fundraising is to minimise running costs by carrying out all activity online. This means more funds can be spent on the things that matter and less money is wasted on bureaucracy.

With support from celebrities such as Life on Mars star, Philip Glenister, leading independent TV production company Endemol and a team of global supporters a charitable foundation has been created which takes advantage of the immediacy and interaction of social networks, like Facebook and Twitter, where supporters’ ideas, time and commitment are just as important as money.

Lucy Buck, founder of Child’s i said:

“Child’s i is a radical new interactive and online charity for the digital generation. We can show the impact of donations almost immediately; from day one we have been producing videos and blog posts to keep our community involved at every step and have a conversation with our supporters so they can see how and where their money is being spent. So far as a worldwide community we have raised £80,000 which is an incredible effort but we still need to raise another £50,000 before we can go out to Uganda to set the first phase of the project up and start saving lives. Today, we’re urging everyone to ‘Buy a Brick’ for a forgotten group of children.”

More than 100 UK TV professionals have signed up to volunteer their skills and visit Uganda to produce weekly video updates so supporters can see exactly where their money is going and the difference it is making to the lives of abandoned babies’, ask questions and make suggestions online. In the spirit of total transparency, the charity publishes their to do list online and everything from website build, marketing, branding, finance and legal support to child care plans have been provided pro bono by the charity’s large team of diverse online supporters.

For more information please go to: http://www.childsifoundation.org/

To ‘Buy a Brick’ please go to: http://buyabrick.childsifoundation.org

To join the Child’s I Foundation community go to: http://childsi.ning.com

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