As major aid charities such as Oxfam and the British Red Cross gear up to be the focus for donations over the Christmas period, lesser-known charities Practical Action and Global Ethics have enlisted support to help them gain cut-through next year.
Practical Action has appointed Band & Brown Communications to help it reach new audiences via an online video campaign.
Practical Action head of comms Rob Cartridge said: ‘This campaign will not only help raise awareness of Practical Action as an organisation, but also of the values that make us stand out from other charities in this field – working with the people of the developing world to enable them to lift themselves out of poverty.’
Band & Brown Communications managing partner Simon Francis added: ‘We are looking forward to widening consumer awareness of Practical Action and delivering more supporters for them.’
The agency was recruited following a three-way pitch to raise the charity’s profile, which remains little-known despite four decades of working to alleviate poverty.
The online video will form the hub of the three-month campaign, which will also include off- and online PR, social media and a microsite.
Meanwhile, Global Ethics has appointed PrettyGreen as its consumer agency to help it promote the not-for-profit One brand.
The One brand funds like-for-like projects in Africa, such as selling bottled water to raise money for water projects. PrettyGreen is charged with relaunching One products following an upcoming rebrand.