GCI, which was hired without a competitive pitch, will run the campaign on a pro bono basis. The agency has been briefed to generate coverage in regional, national and consumer media. It will use store-based 'launches' as a news hook.
'This is a big project, and we felt it needed external PR support to and increase understanding of what we do,' said WhizzKidz director of comms Cochrane.
A crucial part of the campaign will be communicating the initiative to Tesco staff through internal fundraising events.
Cochrane added that Tesco staff would also be involved in promoting the appeal to customers.
'This campaign has an identifiable story to tell because there are 391 children waiting for powered or manual wheelchairs,' said GCI head of brand comms Richard Medley.
'We can use case studies to show Tesco staff and customers that their support will result in that number falling, and therefore make a tangible difference to children's lives.'