Pretty Green, the agency set up by former Exposure MD Mark Stringer, won the account following a four-way pitch. Also involved were Consolidated, Brando and digital agency Acknowledgement.
Macmillan aims to raise £8m through the World’s Biggest Coffee Morning this year. The charity believes it is the third largest fundraising event in the UK behind Comic Relief and Children in Need, and it raised £7.6m last year.
Pretty Green has been asked to increase the number of people registering to take part in the event and to handle media on the day (25 September).
The agency has secured a series of prizes that can be won when people register. They include a ride in a hot air balloon, donated by supermarket Somerfield. The prizes and winners will create regional and national stories to increase awareness of the event and encourage people to take part. The site has been launched this week.
People who register because of Pretty Green’s PR activities will be directed to a specific microsite. Head of PR Susie Richardson believes this will make the campaign extremely measurable.
‘We don’t just splash out on PR companies for a few new registrations. Pretty Green has to prove it has generated a significant increase in registrations and it is keen to do that,’ she said.
This is the first charity client for Pretty Green, which was set up a year ago.
Macmillan, like other charities, is putting an increased focus on digital communications across the organisation. Head of media Hannah Crabtree said online supporters tended to do a good job of fundraising for the charity when they were involved in it.
At the end of May, the charity tried a different comms approach by releasing a humorous viral about cancer’s impact on sexual relationships. The online clip was called The Sex Guru.
‘Traditionally, we have been more serious and had talking heads on TV discussing their cancer stories, but we wanted to create a buzz online,’ explained Crabtree. The viral secured 400,000 hits.