The charity plans to target kids for the first time with details about how to spot the symptoms of the potentially crippling condition and information aimed at helping them better understand how it can affect their peers.
‘We are concentrating on children for the first time because kids often don’t understand what’s wrong with their little friend who has arthritis – why one day he’s in a wheelchair and the next day he’s fine,’ said arc press officer Jane Tadman.
Noddy stickers and material will be sent to schools and kids’ media to highlight the fact that arthritis affects one in every thousand children in the UK. ‘We want to educate people about arthritis because it is still seen as a condition that only affects older people,’ Tadman added.
The PR initiative is part of a fundraising campaign to raise £3m for its kids’ arthritis research programme.
The charity is teaming up with the The Big Badge Company to produce a series of five collectible Noddy badges and is hoping to garner coverage in the nationals, consumer magazines and marketing and charity trade titles.
It is seeking local corporate sponsorship for a series of ‘Noddy Walks Britain’ events that will take place during spring 2005. Local media will be targeted with details of people joining Noddy on three-mile relays as he walks his way around the country.
Enid Blyton personally granted Arc the rights to use Noddy for fundraising purposes in the 1950s.