The charity has brought in station DJ Neil Fox to act as its patron, replacing Chris Tarrant.
HALC has also drafted in Facta as its first PR agency after a competitive pitch to target the London media with stories of how its fundraising has benefited local groups as it breaks from its traditional strategy of only campaigning around Easter and Christmas.
Facta was set up in June by Cameron PR board director Johnny Dobbyn and VLP director John Levick. Capital FM group director of charities Annabel James said: ‘Although we are taking a year-round approach to fundraising, what’s really important in all this is that we tell people what we do.’
The charity has also formed a partnership with Fare Share, a fresh-food
logistics charity, to help distribute food to under-privileged children in London this Christmas.
The PR campaign will focus on how certain groups have changed over the past 15 years, said James.
‘The number of disability groups that have applied to us each year for money has gone through the roof. They are the least-funded groups in the capital,’ she added.