StreetGames is a national sports charity supporting a network of projects that give sports and volunteering opportunities to young people in disadvantaged communities across the UK.
Radiator will develop a framework for the 120 local sports leaders who are to promote the scheme to the target audience of 14- to 19-year-olds, through means such as social media and video, over the next six to 12 months.
The belief is that traditional print media do not reach this audience. However, Radiator’s PR campaign will target regional newspapers to publicise StreetGames among parents.
Jason McAuley of StreetGames said: "We were impressed by Radiator’s track record in engaging the youth market and their ideas represented exactly the kind of approach we were looking for."
Radiator will be working in partnership with Capella, which is its retained lead PR and social media agency.