Balloons launch TV ad

MORE than 100 balloons have been released into the air from Edinburgh Castle to mark the launch of a new campaign by Children 1st.

The charity, which this year celebrates its 125th anniversary, has begun a high-profile TV campaign to raise awareness about its welfare services.

The new advert – which features an animation sequence – moves away from distressing images of abuse and neglect, and focuses instead on the charity's positive work.

Susanna Freedman, of city brand agency Tsuko, which is behind the campaign, said:

"By increasing awareness and understanding, it will in turn improve response to forthcoming appeals."