The digital specialist will drive awareness of the charity's initiatives through two-way stakeholder communications across blogs, forums, social networks and online video.

Social media will be used as a way of lobbying government and political parties online.

'Campaigning charities today need to place digital channels at the heart of their communications strategy', said Beatbullying head of comms Sherry Adhami. 'We are increasingly looking to the internet for more effective ways of engaging with young people, adults and other stakeholders to extend the reach of our work', she said.

Diffusion director Ivan Ristic, who is leading the account, said: 'Young people spend more time online than they do consuming traditional media. With so many pressing social issues from cyber-bullying to knife crime, achieving meaningful engagement is vital to elicit the behavioural change Beatbulling is striving for.'

Diffusion PR will also provide press office support.