Raleigh Int. bids for diversity cred

Youth volunteering group Raleigh International has hired Redhead PR to help it shed its 'elitist' image.

Acting chief executive Janice Miller said the charity had conducted a full review of its comms strategy earlier in the year (PRWeek, 2 December 2005), and had briefed ­Redhead to counter ‘previous misconceptions of
exclusivity'.

‘Our major challenge is to change the public perception that we only work with young people with well-off backgrounds,' said Miller. ‘Redhead will position us as a socially inclusive organisation that works with people from all backgrounds.'

The charity is keen to raise awareness of its three-year-old Motive8 programme, which caters for socially ­disadvantaged young people, It also wants to forge better links with the private sector.

Redhead beat Media Strategy after a competitive pitch. Raleigh worked with Citigate until the ­beginning of the year.

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