The charity, which works in developing countries to help alleviate child poverty and promote children’s rights, has called in the agency to help it stand out from other children’s charities.
Shine was enlisted after a three-way pitch, making this the first time the charity has called in PR support for the brand’s image.
The charity will celebrate its 75th anniversary next year, but is still not on the radar of many members of the public.
Leigh Daynes, Plan’s director of advocacy, campaigns and comms, said: ‘It’s lamentable that, notwithstanding its heritage, global reach and impact with children, Plan continues to be one of the least well-known organisations of its type in the UK.
‘Embarking on an integrated brand-building campaign to raise both awareness and support signals a step-change in our marketing comms and reflects our ambitions to become a household name.’
Richard Brett, Shine’s managing director, said the agency would be conducting a detailed research process to identify ‘what the brand should look like, what it should stand for and what it should say’.
‘In effect we’re helping Plan hone its brand and remove any barriers in terms of lack of understanding and awareness among the general public,’ Brett said.
‘We’ll be carrying out workshops and consumer research to establish a language that will really engage and resonate with Plan’s audience. We’ll then use this to identify the best channel to reach the key demographic – be that social media, advertising, editorial or events.’