''TV- Aksjonen'' - NRK Teleton fundraising 2016
The NRK Telethon is the largest information campaign and fundraising event in Norway. With the funds from this years Telethon, The Norwegian Red Cross will provide crucial aid to civilians caught behind the front lines of war and conflict. The NRK Teleton is a national voluntary effort.
The situation is urgent, and even the smallest contributions will help save lives. The Red Cross is one of the few aid organizations allowed through enemy lines with humanitarian assistance. Through working with the network of local volunteers, the Red Cross has access to many who would otherwise be cut off from crucial humanitarian assistance.
The NRK Telethon is the largest information campaign and fundraising event in Norway. On this day, NRK broadcasts an eight-hour long TV-show reporting from the countries and the projects in the field, and also broadcasting live from the many fundraising activities happening across the country. A live auction takes place in the TV studio and various musicians and artist dedicated to the cause perform on stage. As the money from the door-to door collectors is counted, viewers can follow how well their hometown is doing compared to others, and in which places in Norway people are the most generous. This friendly competition is one of many elements making the NRK telethon a unique national tradition.
Celebrities and spokespersons are also invited to feature in the world’s longest radio show hosted by Norways biggest radio channel for youth and young adults the P3. The program lasts 100 hours and in 2015 the radio show raised 3,5 million NOK from their listeners alone.
The telethon, with all its related activities, has a massive reach in local, regional and national media. Local papers portray members of their community engaged in activities to raise money and how they mobilize volunteers for the door-to-door action. In the weeks leading up to the day, the NRK telethon is one of the most visible news items in Norwegian media.
School children learn about humanitarian law. In relation to the campaign, digital teaching material is developed for pupils in both primary, secondary and high-school. The younger generation is an important target group for the information campaign. Through the teaching material and related educational activities they learn about humanitarian law and politics, and get insight into the daily life of refugees and children living with war and violent conflicts.
In order to reach out to the "whole population" 7000 volunteers work in more than 500 local committees to mobilize 100 000 door-to-door collectors.
The NRK Telethon has run every year since 1974. This year the telethon is happening on the 23rd October. All the district offices of The Red Cross are involved in organising the telethon, their various local activities being part of the campaign.
Source: TV Aksjonen, Picture Red Cross/Røde Halvmåne
