Abrakebabra for Childline Day

In November 2007, Abrakebabra tasked Presence PR with organizing a creative photocall guaranteed to secure editorial coverage for the fourth annual Abrakebabra For Childline Day.
The premise of the fundraiser is that every cent spent in any of the Abrakebabra outlets nationwide is donated directly to Childline on the day so extensive coverage was necessary in order to drive consumers to Abrakebabra on Sunday, November 25th.

The photocall concept selected was ‘You Never Know Who You Might See at Abrakebabra.’ Colin Farrell, Keith Duffy and models Baiba and Glenda Gilson generated one of the largest media turnouts in our memory when they turned up to promote the fundraising day.

The photocall succeeded in generating fantastic editorial coverage and appeared in Herald AM, Metro, Irish Daily Mail, Irish Daily Star, Irish Sun, Irish Mirror, Irish Independent, Irish Examiner and Evening Herald the following day. The photocall was also covered by many radio stations and featured on TV3’s Xposé.

Abrakebabra for Childline Day was a magnificent success and succeeded in raising €100,000 for Childline.