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The Hub fights for £4m Remember a Charity brief |
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Tuesday, 05 August 2008 |
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In arguably the opportunity of its lifetime so far, Lancashire-based agency The Hub has fought its way on to a shortlist of four for a £4m national marketing campaign aimed at pushing the Remember A Charity (RAC) consortium.
The Hub has recently succeeded in building a reputation for targeting hard to reach audiences and exploiting social marketing channels, and this pedigree appears to have impressed an organisation keen to facilitate a ‘behaviour change’ with regard to charity donations.
RAC originally looked to a long list of 11 firms to help it create a new strategy that would move away from its more traditional ‘awareness raising’ agenda and further towards behavioural change in favour of donating through wills.
It is hoping to achieve this through social marketing techniques – although exactly what mediums this implies is currently unknown.
The Hub now finds itself rubbing shoulders – and pitch ideas – with fellow hopefuls DDB Touch, Kitcatt Nohr and Cascade.
A spokesperson for the agency confirmed to How-Do that the pitches are expected to take place within the next week, with a decision following soon afterwards.
Remember A Charity (www.rememberacharity.org.uk ) is a consortium of over 140 charities, working together to raise awareness of charitable legacies.
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