Pitch has been hired on a rolling contract to encourage leading athletes to become charity ambassadors and to attract more corporate partners. It is the first time the charity has used an agency in the UK.
Pitch will promote Right To Play’s new six-year partnership with Chelsea Football Club and use the charity’s Athlete Ambassadors to raise awareness. Current ambassadors include England and Chelsea footballer Frank Lampard, French football legend Zinedine Zidane and former England cricketer Darren Gough.
The agency will work on a number of consumer campaigns, including an international programme aimed at getting five million children involved in sport before the 2012 Olympic Games.
Pitch will also handle PR activity for a pro-celebrity golf event at Celtic Manor, the venue for the 2010 Ryder Cup, as well as a behind-the-scenes exhibition of photographs taken by leading figures in sport.
The account will be handled by Pitch’s account director James Scholefield, who reports in to the charity’s national director Chris Robinson.
Right To Play aids the development and education of children in disadvantaged areas of the world.
It uses sport as a way to teach children about teamwork, fair play and conflict resolution and currently operates initiatives in 23 countries in Africa, Asia and the Middle East.
The charity was founded by Norwegian Olympic speed-skating champion Johann Olav Koss.