Voluntary Sector: Charities target the young

British Red Cross and EngineeringUK seek agencies for major six-figure accounts.

Two charities have issued major six-figure briefs aimed at influencing young people.

The British Red Cross and EngineeringUK have launched agency hunts to handle briefs that might previously have been issued by now cash-strapped government departments.

The two agency searches - worth combined PR fees of £240,000 - suggest the third sector is becoming increasingly active in large-scale behaviour change programmes.

The news comes a week after the Cabinet Office issued a three-page report called Building the Big Society, which outlines plans to give charities 'much greater involvement in the running of public services'.

The British Red Cross is seeking an agency or agencies that can deliver integrated digital media, PR and advertising campaigns to help young people learn first-aid skills.

The brief says the objective is to 'measurably increase the number of children and young people in the UK who are confident, competent and willing to act when they find themselves, their family or friends in a crisis that can be helped by first aid'. The overall brief is worth £580,000, of which PR is valued at £120,000. An agency would be expected to be in place to start work with the launch of World First Aid Day on 12 September.

EngineeringUK is working with the British Science Association on a £120,000 campaign to support the young scientists and engineers' fair, named The Big Bang UK, which takes place next April. The agency is expected to 'encourage more creative and dynamic science, and engineering project work in schools'.

The pitch process is now closed and the brief will conclude when the Big Bang UK event finishes.

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