Holmes Report 26 Feb 2013 // 12:00AM GMT
WIGAN, UK--UK charity Keep Britain Tidy has brought in public relations counsel to help it adapt to a decline in government funding.
Weber Shandwick takes charge of a three-month project, developing a marketing strategy that will attempt to transform the NGO into a more campaigning organisation. In addition to boosting its fundraising efforts, the PR firm will also look to drive Keep Britain Tidy’s broader positioning beyond the traditional anti-littering message.
Amid widespread government funding cuts, Keep Britain Tidy is stepping up efforts to attract conventional donations from corporates and individuals. In 2011, the NGO merged with Waste Watch.
In addition to strategy and internal change, Weber Shandwick will also work with Keep Britain Tidy's senior executives to develop a storytelling approach that highlights the organisation's wider work on waste, education, sustainability and resource efficiency.
The upcoming marketing campaign will also promote key programmes such as Eco-Schools, Waste Watch, Blue Flags for beaches and Green Flags for parks.
“We are delighted to be working with Weber Shandwick, who have the strategic expertise, creative talent and extensive multi-sector campaign experience to meet all of our requirements under one roof,” said Simone Spray, director of programmes at Keep Britain Tidy.
"We will be working with them to develop a compelling narrative that reflects our broader remit and to communicate this narrative across the business and beyond in a way that can help drive fundraising and create real environmental change across the UK. ”
At Weber Shandwick, the project is being led by chief strategy officer Adam Mack.