‘We will target the general public, and young people in particular. The trust has suffered from clustering events around memorial day – 27 January – but haven’t really told the story,’ said Geronimo CEO Karen Harris.
Campaign tactics being considered include getting Premiership players to wear armbands during a match, draping banners (pre-kick-off) across football pitches, and an ‘Anne Frank blog’.
‘It is one of those accounts all agencies want, because if you get it right it really makes a difference,’ Harris said.
The public sector powerhouse saw off five agencies to scoop the brief, which has fees ‘just shy of six figures’.
Reporting to the trust’s chairman Dr Stephen Smith, the account is led by director Peter Gilheany and head of charity and CSR Anastasia Scott.