ActionAid selects agency

ActionAid has picked Think Espionage to help raise awareness of its new focus on women's rights.

ActionAid: hires agency for women's rights
ActionAid: hires agency for women's rights

The international development charity chose the agency following a six-way pitch process, and after a hunt that began last August.

Think Espionage will handle both creative and media work for the women's rights focused project, and may also arrange an event.

The campaign will be aimed at young women between 25-40 years old, and will use the audience's lifestyle interests to grab their attention. Mainstream consumer titles will be key targets, particularly the arts and fashion pages. Digital and social media will also play a major part.

'ActionAid is very serious about women's rights. We see it as our USP,' said head of PR Freya Paleit. 'Placing such an emphasis on women's rights is what differentiates us most from other international development charities.'

Photo credit: Candace Feit/ActionAid

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