Joanna Lumley-backed charity calls in Upward Curve PR

A charity backed by Joanna Lumley has taken on its first PR agency as it attempts to raise its international profile.

Dedication: Child Welfare Scheme gives aid
Dedication: Child Welfare Scheme gives aid

The UK-based Child Welfare Scheme has taken on Upward Curve PR to promote its work with poor and marginalised children in Nepal.

The agency has been asked to develop a PR and marketing plan and to provide ongoing media support.

The move comes just days after Absolutely Fabulous star Lumley agreed to play an amb­assadorial fundraising role.

Director Helen Ashley said: ‘Joanna’s backing will bring deserved attention and more support for the work of the
unsung heroes at the charity.

‘The fact it is one of the few western charities to maintain a presence in Nepal in an uncertain political situation is testament to the charity’s dedication,’ she said.

The international development charity, alongside local partners, helps more than 30,000 children and young people. This includes those at risk of, or who have been, trafficked, street children, those involved in child labour or with little access to education, health or social opportunity.

It works with the Nepalese Government to deliver regio­nal programmes, such as imm­unisation and improved maternal care.

As PRWeek went to press, Upward Curve staff had not yet met Lumley to discuss comms. She is still in Nepal, which she visited after winning her campaign to give Gurkhas the right to live in the UK. In May, the UK Government said all retired Gurkha solders (originally from Nepal) with at least four years service in the British Army, could stay in the UK.

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