As production of ITV’s acclaimed drama Heartbeat is suspended, Joe Mcfadden, the show’s star, is putting his energy into a new campaign for Kellogg’s and wildlife charity Born Free to help save orphaned and threatened monkeys in Malawi. Joe has previously appeared in a raft of TV dramas including Sparkhouse, The Trouble with Men and Women and Sex, Chips & Rock N' Roll.
From January to March 2009, cereal lovers have the chance to directly help these primates and are able to ‘Adopt a Monkey’ by collecting three special packs of Kellogg’s cereal. Each adoption will last six months and will help Born Free rescue and rehabilitate monkeys and return them to the wild.
By visiting www.adoptamonkey.co.uk, people will be able to choose which monkey to adopt from around 40 vervets and baboons, all with their own incredible stories. They will be able to track their monkey’s progress, download a free adoption certificate and picture, along with an exlusive offer of a set of stickers from Snapfish by HP.
McFadden said: "I’m delighted to be supporting Born Free and Kellogg’s in this fantastic campaign that will help raise funds and awareness for orphaned monkeys in Malawi. Many of the animals rescued are clinging to life and the life changing work that takes place for animals at this centre is incredible.”
The promotion is centred around the work of the Lilongwe Wildlife Centre (LWC), a wild animal sanctuary that is based in Lilongwe, the capital of Malawi and supported by Born Free. The project’s main aim is to provide a rescue facility for wild animals that are rescued or confiscated from private ownership and trade within Malawi. It also provides a facility for injured wild animals to recuperate. Where possible, the animals once rehabilitated and ready, are either returned to the wild or to the Centre’s Wilderness zone. Those that cannot be released will be cared for the rest of their lives at the Centre.
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