VSO bids to lose 'gap year' tag

International development charity VSO has brought in Forster to shake off its ‘gap year’ image.

VSO: new image
VSO: new image

The charity is kicking off a major campaign this year to celebrate its 50th anniversary.

Forster beat off two other agencies to the twelve-month account, which will see it handling regional press for the campaign, as well as working with the three-strong internal press team to raise national awareness of the charity. This is the first time the charity has brought in external support.

Head of media Neera Dhingra said that there ‘was a gap in perception’ of what people thought the charity did with what they actually do. While VSO still runs a range of gap year programmes, it is increasingly sending out experienced professionals to developing areas to share skills in health, education and business.

The account will be headed up by project director Ben Jackson, who joined Forster at the end of last year. Jackson is the former director of communication and campaigns at Shelter and a founding board member of the Fairtrade Foundation.

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