Sinclair Mason to run BT campaign focusing on kids

BT is to launch a fresh corporate social responsibility campaign this autumn, focusing on children.

The telecommunications giant wants a five-year campaign, 'making sure children and young people are given a voice', according to a statement from agency Sinclair Mason, which has been appointed to handle the campaign.

Sinclair Mason account director Justin McKeown said the campaign will launch in October and initially focus on stepping up PR activity to support the charity ChildLine, which BT has supported since 1986.

McKeown said: 'Childline will be the focus at first as it is felt that is a good way of helping the neediest first.'

BT head of charity programme Beth Courtier said: 'Our recent research revealed that many children and young people feel their voices are not being heard. Our response has been to start working where we can identify the greatest need.'

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