BBC Children In Need Appeal searches for agency support

The BBC Children In Need Appeal is looking for agency help for the first time in the run up to this year's annual telethon.

BBC Children in Need Appeal: seeks agency support
BBC Children in Need Appeal: seeks agency support

The BBC’s charity has been speaking to several agencies about the brief, which is to build pre-awareness of the event. It is planning to hold pitches in mid-June.

This year’s telethon is on 20 November, but the charity starts releasing stories and encouraging people to fundraise for the cause at the end of September. The selected agency will be asked to manage a high profile consumer launch for the fundraising period.

Press officer Sarah Hazen said: ‘We only have two in the press office so this year, we thought we’d see what we can do with a little help.’

Children in Need will be hoping to ape the success of this year’s Comic Relief Red Nose Day, which raised more than £60 million and was the most successful of the charity's 12 events.

Comic Relief’s creative director Chris Ward told PRWeek earlier this year that the charity’s use of social media was a major factor in the 100 per cent increase it saw in traffic to the Red Nose home page this year.

Blogs, Twitter and social media sites helped the charity to reach a wider audience who were not watching TV while the programme was on air.

Hazen said although the BBC Children in Need was still putting together its media strategy, she believed it would include social media.  She added: ‘We have already sent out the briefs so we will not be looking at any other agencies.’

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