LightBrigade PR takes on charity Christmas number one brief

Cleft palate charity Operation Smile has brought in LightBrigade to help it get a Christmas number one single with a cover of the Nat King Cole classic 'Smile' by doo-wop group The Overtones.

The Overtones: Visited Rwanda with Operation Smile
The Overtones: Visited Rwanda with Operation Smile

Sales of the single will help the charity raise funds for reconstructive surgery and care to children born with cleft lip and palate.

LightBrigade will target a broad consumer media audience both on- and offline with a full service press office and social media strategy. This will include exclusive interviews, special appearances and performances by The Overtones, who recently visited young patients at one of Operation Smile’s care centres in Rwanda.

LightBrigade MD Alan Twigg said: "We want to use The Overtones’ experiences from when they went to Rwanda to show the impact that the charity has on the ground.

"With the onset of downloads the idea of the Christmas number one fell away slightly, but due to things like The X Factor it’s really back on the agenda, meaning coverage not just in music and entertainment pages but news pages too."

LightBrigade will also be harnessing the support of Operation Smile’s donors and celebrity ambassadors, which include entrepreneur Duncan Bannatyne and former England cricketer Andrew Strauss.

The Overtones released their third album 'Saturday Night at the Movies' earlier this month.

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