Action Aid in agency hunt

Kate Magee 06-Aug-08

Action Aid is on the hunt for an agency to boost the profile of its women's rights work.

The search comes as the international development charity shifts its focus to make women’s rights its highest priority.

'We are now looking at all our development work through the prism of women's rights', said head of media Jane Moyo. 'We have to put women at the centre of our approach because they bear the brunt of poverty, and we work with the poorest of the poor.'

The charity typically sees media interest peak around International Women's Day on 8 March. But it wants to keep up momentum throughout the year by creating greater awareness of its work in the mainstream media.

It will specifically target women with disposable income through special interest sections such as arts or fashion pages.

The account will initially be for seven months kicking off in September/October time. Pitches will be held at the end of August. A shortlist has not yet been drawn up.

This is the first time the charity has used external support to raise awareness of a specific issue.

'We need the creativity an agency can give. We recognise that is what agencies can do', said Moyo.

Action Aid's head of PR Freya Paleit will lead the account.

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