Action Aid to enlist agency

Action Aid is on the hunt for an agency to boost the profile of its women's rights work.

New focus: Women's rights
New focus: Women's rights

This comes as the international development charity shifts its focus to make women's rights its top priority.

Head of media Jane Moyo said: ‘We are now looking at all our development work through the prism of women's rights. Women bear the brunt of poverty, and we work with the poorest of the poor.'

The charity typically sees media interest peak around International Women's Day on 8 March.

However, it wants to keep up momentum throughout the year by creating greater awareness of its work in the mainstream media. It will specifically target women with disposable income through special interest sections such as arts or fashion pages.

The account will initially last seven months from September/October. A shortlist has yet to be drawn up and pitches will be held at the end of this month.

This is the first time the charity has used external support to raise awareness of a specific issue.

Action Aid's head of PR Freya Paleit will lead the account.

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