The move comes after its appointment as ‘official social cause’ of the Women’s Tennis Association (WTA) and its sponsor, home appliance firm Whirlpool Europe.
The charity plans to lobby MEPs and members of parliament in countries where the WTA tours in a bid to raise its profile with international policy makers. It also intends to hold press conferences at WTA tour venues, publicising its efforts to help those living in poverty.
Citigate Public Affairs senior consultant Liz Burke has been hired to run the three-year campaign, which will target sports journalists, women’s magazines, Sunday national newspaper supplements, charity sector titles and electrical appliance trade press in the UK, as well as some European media.
The campaign has already gained the support of top female tennis players such as Venus Williams.
‘We want to put issues of affordable housing, poverty and homelessness on the agendas of policy makers,’ said Burke, who was formerly Habitat for Humanity Northern Ireland director of fundraising and comms.
Burke will work with WTA PROs and Whirlpool in-house marketing officers.