CLIC Sargent overhauls marketing strategy

CLIC Sargent, the children’s cancer charity, is overhauling its marketing and fundraising strategy in a bid to broaden its appeal.

CLIC Sargent The Big Buzz

The charity is developing a mass market approach after previous activity focused on specific target audiences. CLIC Sargent’s total income for the year to March 2011 was £26.5m, according to Charities Direct.

Its first overarching fundraising message The Big Buzz is currently in pilot phase. It has been created as an umbrella campaign under which additional fundraising campaigns, events and fundraising initiatives will sit.

CLIC Sargent aims to encourage supporters to “have fun with their hair” or shave their heads to raise funds for the charity.

It is prepping a PR campaign fronted by model Amber Le Bon to coincide with London Fashion Week in September in a bid to raise awareness of the charity. It will see Le Bon, daughter of Simon and Yasmin Le Bon, dye her hair to back The Big Buzz activity.

The charity is likely to roll out as a multi-year fundraising strategy that it will build on in coming years if the overhaul leads to a marked increase in donations and awareness.

Aine Goodall who is leading the communications project says the change in strategy aims to be “all encompassing” and emulate the mass appeal of fundraising events such as Red Nose Day and Sport Relief.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here