Samaritans hires Sophie Borromeo after top comms role split

The Samaritans has split its top comms role and hired Sophie Borromeo as the charity prepares to develop a new six-year strategy.

Sophie Borromeo: Previously at UNICEF UK
Sophie Borromeo: Previously at UNICEF UK

Following the departure of former director of fundraising and comms Rachel Kirby-Rider to CSR agency Good Values, the charity has made Borromeo director of comms and promoted Lucy Chapman to director of fundraising from head of individual giving.

Borromeo, who previously headed up PR on an interim basis at UNICEF UK, said the decision to split the roles was "a recognition of the need for both comms and fundraising to be able to support the organisation".

With the charity’s current six-year strategy finishing next year, she also pointed to the importance over the coming months of developing thinking for the future.

"In a 24/7 world we need to understand who our audiences are and where they’re communicating," she said.

"We will start a new six-year plan next year and ultimately it is about making the biggest impact we can when it comes to reducing suicides and increasing access of support to people who are struggling to cope." 

Borromeo, who in the new role has been leading comms efforts following the death of comedian Robin Williams, added that work would also continue on a brand revamp that took place in 2012. 

"We did a lot of work to make the brand and the way we talk about our services as clear and accessible for people as possible, and though the revamp has been a success it’s shown us there is much more to be done."

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