World Vision brief goes to Trimedia Harrison Cowley

International development charity World Vision has chosen Trimedia Harrison Cowley to be its first retained consumer agency.

Starting on 1 June, Tri­media will concentrate on raising awareness of the ­organisation and its global reach, amid concern that World ­Vision lacks the profile of other major development charities (PRWeek, 23 February).

The agency will also look to promote its child sponsorship campaigns and World Vision’s alternative gift catalogue, which enables the public to buy gifts requested by communities in need, such as a child’s textbook or vaccinations.

The account was won following a competitive two-stage pitch process. It will be headed up by CEO Paul ­Kelly, who reports to associate comms director Kate ­Nicholas. When approached by PRWeek, Nicholas confirmed the appointment of Trimedia but declined to comment further.

World Vision will continue to use Kazoo as its specialist youth agency. Kazoo ­recently helped the charity to launch its year-long ‘School Aid’ campaign, in partnership with the National Association of Head Teachers. The campaign aims to raise awareness among schoolchildren about global poverty and the issues that prevent 100 million children worldwide from receiving an education.

The campaign is the charity’s bid to achieve one of the UN Millennium Development Goals of primary education for all by 2015. The launch took place in a recreated developing world village in central London.

World Vision is a Christian relief, development and ­advocacy organisation working with children, families and com­mu­nities to overcome poverty and injustice. It works to change the root causes of poverty through campaigning, church partnerships, education and influencing policy makers.

Money raised in the UK funds projects in 47 countries.

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