Aid charity Care International UK has appointed McCann Erickson to handle its advertising business, following a three-way pitch against two unnamed agencies.The agency’s brief will be to reposition the charity, which works in Third World countries, as it tries to shake off the public perception that its work relates purely to short-term emergency projects.
Care International UK marketing director Andy Page says: “Based in the UK for the past ten years, the charity has built a solid reputation for working in global emergency and conflict areas, such as the Asian tsunami earthquake. However, the prime focus of our work is the delivery of long-term development
programmes, which is the aspect of our work that we intend to reinforce.” McCann Erickson will develop a new brand identity and communications strategy for the charity, with a multimedia campaign including press and poster advertising and potentially direct-response television. The appointment of McCann Erickson does not affect Care International’s relationship with Bluefrog, which handles its direct marketing. The charity does its own media planning and buying.
Care International UK also promotes sustainable projects in developing nations in alliance with companies such as Marks & Spencer. The charity runs a corporate social responsibility partnership for the retailer in Sri Lanka, from where M&S sources some of its goods.