PrettyGreen has been appointed to work on Pudsey Street, which will take over an as-yet unnamed shopping destination in central London.
The family-oriented event, which will feature celebrities, music and activities, is designed to increase donations by broadening the charity's appeal beyond its annual TV fundraising drive. PrettyGreen will manage a press office and media liaison activity.
The move forms part of wider initiatives launched this year by the charity, including a mobile app named iPud, and Bearfaced, an event that sees women sponsored not to wear make-up for a day.
PrettyGreen client services director Emma Grace is heading the account.