Comic Relief has picked MC&C Media to drive a renewed advertising strategy for the brand for 2019, drawing audiences to its Red Nose Day campaign and encouraging the public to support the charity through direct giving or fundraising events all year round.
Through strategic media planning and buying, as well as considered use of insight and media partnerships, MC&C will work alongside the charity’s product innovation teams to further drive donations for the organisation via an engaged and connected audience.
The charity, which burst onto our TV screens in 1985 as a trailblazing live comedy event, was originally set up in response to the famine in Ethiopia. Since then it has raised more than £1bn for organisations to help tackle poverty both in the UK and internationally..
MC&C will work to reach a younger, more digitally-focused audience while continuing to cement the organisation’s long and successful relationship with its existing media partners.
Robin Trust, CEO of MC&C Media, said: “For people growing up in the 80s and 90s Comic Relief’s Red Nose Day is the country’s most high-profile fundraising event, and we are incredibly proud to have been selected to represent what is such a heritage brand in the UK.
“We will help the organisation increase engagement with its target audience through an always-on approach, cementing the public’s relationship with Comic Relief and consolidating its reputation as the iconic force for good in our society.”
Catherine Cottrell, Fundraising and Partnerships Executive Director, Comic Relief, said: “As an agency MC&C has a heritage in the charity space, which certainly provided a level of understanding and expertise that grabbed our attention, but it was their forward-thinking, fresh approach to a deep-seated problem that won us over.
“We know there is a lot of love for Comic Relief and the work we do in the UK and abroad, but as people are increasingly swamped with new technology, media platforms and entertainment sources we must focus on engaging new audiences alongside retaining our heartland supporters. We are delighted to have MC&C on board to help drive that objective.”
The account moves to MC&C with immediate effect.