Aids charity tasks Four with 10k walk

Crusaid has taken on external PR support to promote its 10km London Walk for Life fundraiser.

The HIV and Aids charity – which this year marks its 20th birthday – has briefed Four Communications to promote the event via a
media relations campaign.

Crusaid, the UK's largest independent research grant provider, is undergoing a rebranding and repositioning exercise handled by The Forster Company (PRWeek, 27 January).

Head of communications and fundraising Nigel Seymour said the Walk for Life would be used to help promote the new branding, as well as boost participants and donations.

Celebrity involvement is crucial to generating coverage for the event, with actor Sir Ian McKellen and pop star Dannii Minogue taking part last year.

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