Director of press and PR Carolan Davidge said the appointment of Frank PR had been sparked by a need for extra creative input to meet the ambitious target.
'Frank will work on our calendar of events,' said Davidge. 'The first of these will be our flagship annual Race for Life. We want to get 800,000 women involved this year and raise £40m.'
Unlike other fun runs, Race for Life takes place in a number of different areas on different days. This year the charity has designated 2 June as its 'big day', and will be focusing media activity around the date.
Frank, also handling PR for Budweiser's football World Cup campaign (PRWeek, 27 January), has been briefed to come up with ideas for World Cup activity.
'We work with the Bobby Moore Fund, which raises money for bowel cancer research, and are hoping to use that tie-in to raise money around the tournament,' said Davidge.
PR for the scientific side of the charity's work will still be handled by the in-house team, with Frank specifically concentrating on consumer fundraising campaigns, she added.
The agency won the account after pitching against Borkowski PR and Nelson Bostock Communications. It will report to the charity's head of PR, Lee Hobbs.
'Frank will work on our calendar of events,' said Davidge. 'The first of these will be our flagship annual Race for Life. We want to get 800,000 women involved this year and raise £40m.'
Unlike other fun runs, Race for Life takes place in a number of different areas on different days. This year the charity has designated 2 June as its 'big day', and will be focusing media activity around the date.
Frank, also handling PR for Budweiser's football World Cup campaign (PRWeek, 27 January), has been briefed to come up with ideas for World Cup activity.
'We work with the Bobby Moore Fund, which raises money for bowel cancer research, and are hoping to use that tie-in to raise money around the tournament,' said Davidge.
PR for the scientific side of the charity's work will still be handled by the in-house team, with Frank specifically concentrating on consumer fundraising campaigns, she added.
The agency won the account after pitching against Borkowski PR and Nelson Bostock Communications. It will report to the charity's head of PR, Lee Hobbs.
