Redefining charity appeals at BBC N Ireland

A fascinating insight into how BBC Northern Ireland has broken with tradition in the charity appeal process, breathing new life into this most venerable institution.

ScopeNI reports on the Playing Our Part campaign, run in partnership with AgeNI, which was run right across the network. The campaign centred around a celebration of the contribution older people make to society, appealed for volunteers and set out to stimulate neighbours and relatives to do more to help. Read more at http://scopeni.nicva.org/article/playing-our-part-how-bbc-redefining-charity-appeals-0.

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