Water and sanitation charity Pump Aid has called in the PR agency Haygarth to raise public awareness and drive participation in its events.
Haygarth will promote the charity, which is the sole beneficiary of the UK Live Earth Run for Water events taking place on 18 April.
The agency will start work on the account this month, providing PR and digital marketing. It will also aim to build a long-term supporter base for the organisation.
Haygarth will target socially conscious 25- to 45-year-old professionals as part of the brief. It will use a combination of intensive media relations, celebrity endorsement and highly targeted digital marketing, including audio advertising on Spotify and display ads on Facebook.
The activity is designed to encourage people to sign up to the Live Earth Run for Water events and raise money to fit Pump Aid water pumps in areas of need.
Live Earth Run for Water will consist of a series of 6km runs or walks, taking place over a 24-hour period in countries around the world. With 40 locations confirmed to date, the events will feature concerts and water education activities in an effort to ignite a massive global movement to put an end to the water crisis.
Celebrities already signed up to lend their names to the cause include Jessica Biel, Alexandra Cousteau, Pete Wentz, Angelique Kidjo and Jenny Fletcher.
Live Earth campaign manager for Pump Aid Stephen Brown said: 'As the key event within Pump Aid's fundraising calendar, we are hoping to encourage at least 14,000 people to take part in the event to help raise essential funds.'
Pump Aid provides cheap and sustainable water solutions to local communities in Zimbabwe, Malawi and Liberia.