UK charity Kids Company has turned to Twitter's Vine to highlight the plight of homeless, abused and neglected children in a new digital campaign through Abbott Mead Vickers BBDO. The six second Vine loop is followed by an on-screen call to "make it stop" and a text code enabling viewers to make an instant donation. Every text donation will unlock a second, "thank you" film which will show the same children in positive, safe scenarios.

The Vine films have simply been created and uploaded on a smartphone, with no media spend or post production.