LONDON: Cancer Research UK has sent out an RFI for agencies to assist with its social media operations.
The document, seen by PRWeek UK, states the work will consist of strategy, advocacy, and blogger outreach.
Nicola Dodd, head of PR and social media at Cancer Research UK, emphasized the importance of social media to the charity.
“All our community management is done in-house, but occasionally we need agency support for campaign or content creation,” she added.
Last month, the charity launched an advertising campaign ahead of its Race4Life events this summer, featuring the slogan, ‘Cancer, we're coming to get you.'
An agency source with strong voluntary sector links pointed to the campaign as a sign of the power of social media.
“There is no sense of the corporate presence of the charity in the ads, and that is a nod to the lessons learned from social media in terms of growing a sense of community,” the source said. “With grant funding for charities dropping, public support is becoming more crucial. Organizations have to become better at social media and engage in conversations with those who represent them externally.”
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.