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CHILD LIFELINE TELEVISION CAMPAIGN


LIFELINE: News



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Our television spot tells the story of Kayembe, from Mali.

Kayembe was brought to Tshiamala hospital by his aunt. She had walked for an hour and a half just to reach the hospital. Kayembe’s parents both died of HIV/AIDS, his mother passing only one month before this spot was filmed.

As Kayembe’s mother’s condition deteriorated, so did his. He lost weight and developed malnutrition. His aunt – his mother’s sister – began to care for them both, but with four children of her own, she was simply not able to look after everyone. Kayembe’s aunt and uncle are farmers and only generate a small income and it barely provides basic food like maize flour and rice.

For the month before he arrived at Tshiamala Hospital in Mali, Kayembe was suffering from a fever and diarrhoea. Once at Tshiamala, he was diagnosed with severe malnutrition and prescribed both antibiotics and Plumpy-nut®, a high energy food specifically formulated to rehabilitate severely malnourished children.

A few weeks after this diagnosis, Kayembe was discharged from the hospital, healthy and in recovery.

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Food Crises and Save the Children's Response: Our Work in Mali


Save the Children has been operating in Mali for more than 35 years, and has a close, co-operative relationship with both the government and local partner organizations.

A key Save the Children focus in Mali is the nutritional status of children under the age of five. We aim to reduce children’s illness and deaths due to malnutrition, by addressing its underlying causes.

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OUR CAMPAIGN VIDEO: KAYEMBE'S STORY






Frequently Asked Questions

Why is Save the Children spending money on television advertisements?

Marketing is critical to growing the number of donors Save the Children has, and the amount of funds we raise both today and in the future. Save the Children’s goal is to reach even the most marginalized children and lift them up to a better future. To do this, it’s important for us to reach as many people as we can - people who want to part of the solution to global poverty. We use rigorous methods of evaluating the effectiveness of our marketing to ensure that our advertisements bring in more money (in the form of donations) than we spend on their production. 91.8% of Save the Children’s donation revenues go to Programs. Only 4.1% has been used for Fundraising, and 4.1% on Administration costs.

Save the Children takes its relationship with its donors seriously. They are not just sources of support, but are members of the Save the Children family. For Save the Children, this means that taking our donors on a journey through our organization, how and where we work, and who we work with, is of vital importance. As the world’s largest independent organization for children, we are committed to ensuring children realize the rights they are guaranteed under the UN’s Convention on the Rights of the Child. Our mission of creating a world where every child has the right to survival, protection, development and participation is at the heart of all that we do. From the moment a donor first joins our family, we ensure they are up to date on our different programs and understand our organizational goals, focus, and values.

You can become a LIFELINE and help life a child in urgent need.

Why are you showing such graphic, disturbing images?

Although we realize that these images may make people uncomfortable, Save the Children is committed to showing realistic depictions of the children we work with and their daily realities. We do not shy away from the issues faced by vulnerable children around the world. The situation Kayembe faced was very real, Patricia Erb, our former President and CEO was in Mali and saw it first-hand. Situations equally grave are occurring around the world today. Knowing the worsening food crises that Ethiopia currently faces, and the food crisis affecting Syria, we need the support from Canadians to help us continue our work on the ground in both locations, and 120 countries around the globe.

The total extent of our work in any region of course cannot be presented in a 90-second clip, nor can the realities of any humanitarian crisis situation. What these images can do is portray the reality of the situations faced by some of the children, families and communities Save the Children works with. These images can also depict the severity of some of the situations and help us raise much-needed support that will allow us to keep working and helping children the world-over.

You can become a LIFELINE and help life a child in urgent need.

Why does this spot portray Kayembe’s family and the people of Mali the way that you do?

Integrity, accountability and collaboration are three of Save the Children’s core values. You’ll note in the video that the health care workers shown interacting with Kaymbe are all local workers. Working in partnership with local organizations is of paramount importance to Save the Children – 90% of our staff are from the countries in which we deliver our programs. We often work specifically to help train local health care workers – since 2010 we’ve trained almost 500,000 health care workers around the globe. Save the Children is proud to work alongside local partners to help children, families and communities as they become empowered and find hope.

You can become a LIFELINE and help life a child in urgent need.

If I donate money in response to the television spot, will my money go to help Kayembe and the people of Mali?

Funds raised through the television spot will go to Save the Children’s LIFELINE program. LIFELINE gifts are put to use where they are most urgently needed, to help lift children in treacherous situations to safety. LIFELINE support helps us provide vulnerable children with access to life-saving medical care, clean water and nutritious food, safe shelter and protection.

You can become a LIFELINE and help life a child in urgent need.

Is Kayembe a real person? Is that video footage real?

This video footage is real and was filmed in Mali at the Tshiamala Hospital where Kayembe was treated. Patricia Erb, Save the Children’s former President & CEO was there and witnessed scenes like these first-hand.

You can become a LIFELINE and help life a child in urgent need.

Who is Save the Children?

Save the Children is the world's leading independent organization for children. Save the Children Canada is a member of Save the Children International, a network of 30 member organizations raising funds and operating programs domestically and internationally that focus on the issues of health and nutrition, education, child protection, livelihoods and food security, emergency relief and child rights governance.

The members of Save the Children International work together as a federation by pooling resources, establishing common positions on issues and carrying out joint projects.

We are committed to ensuring children realize the rights to which they are entitled under the UN Convention on the Rights of the Child.

What are donations used for?

Save the Children uses a holistic approach to help achieve more for children, to use our resources in an efficient and sustainable way. Programs are delivered domestically and internationally that focus on the issues of health and nutrition, education, child protection, livelihoods and food security, emergency relief and child rights governance.

You can become a LIFELINE and help life a child in urgent need.

How many projects is Save the Children currently working on?

This number changes daily, so perhaps it makes more sense to say in 2016, we reached over 55 million children directly in 120 countries, through our, and our partners’, work.

Do you offer Education and Advocating programs for the public?

Not at this time. Save the Children aims to ensure that countries and communities where we work invest effectively and enough to fulfil all children’s rights. We do this by campaigning with children and other organisations, and working with governments.


For more questions about Save the Children, please click here.


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