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
‘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.