Awareness campaign close-up: Silence is golden for Macmillan

A story-writing competition to be judged by children’s author Anne Fine is being organised by Macmillan Cancer Relief to mark its annual Cancertalk Week.

Organisation Macmillan Cancer Relief
Campaign Cancertalk Week and The Big Hush
PR team In-house
Budget £1,000
Date 23-27 January
Jacqueline Wilson, the recently installed Children's Laureate, is also backing the drive. It starts on 23 January and climaxes with The Big Hush – a sponsored silence – four days later.

The overall aim of the week is for schools and youth organisations to stage activities designed to help children understand cancer.

Macmillan expects The Big Hush – for which children raise money for every minute they stay silent – to raise at least £345,000.

For the story-writing competition, children are being encouraged to write the next adventure for Loudmouth Louis (written by Anne Fine), a story of a very loud boy who challenges himself to stay silent and raise money for charity.

Macmillan is not staging a media launch but schools around the UK are urged to contact their local paper with a view to photographing a class of children taking part in the fundraiser. The charity has equipped schools with 'DIY releases' to help them generate publicity.
Tailored press releases have been sent to national and regional press, plus parenting, education and women's consumer titles.

Parenting websites have been targeted, as have 'notice-board' sections of the medical press, appealing for parents, children and nurses to get involved.

Foam hands have been produced as props for regional press photocalls.

Both Fine and Wilson have backed the week in previous years.

For further information contact Macmillan media and PR officer Kirsty Whitelock on 020 7840 4699.

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