Alzheimer’s Research UK has enlisted independent agency Yonder Media in a bid to raise greater awareness and understanding of the charity’s work whilst also driving donations through supporter-led fundraising.
Yonder Media secured the charity’s retained media planning and buying account at the conclusion of a three-way competitive pitch process.
Yonder’s remit will now consist of leading fundraising efforts and recruiting new supporters this quarter in preparation for an upcoming major brand campaign scheduled for next year.
The campaign’s creative will be developed by Yonder’s sister agency Above+Beyond, which was appointed at the conclusion of a separate pitch process earlier this year.
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“We were impressed by Yonder’s knowledge of the charity sector and their approach to integrating brand activities and fundraising”, Alzheimer’s Research UK director of comms and engagement, brand and digital, Tim Parry said.
We are excited about a more creative and insightful use of media to reach the audiences that matter, to support our mission to raise more funds and find a cure for dementia.”
Yonder Media chief strategy officer, Louise Martell added: “The Alzheimer’s Research UK challenge is one that we are all passionate about at Yonder – helping them find a cure for the UK’s biggest killer. What could be more important than that?
“The charity sector has faced huge pressures across the pandemic, and is now entering further choppy economic waters as public finances are squeezed, so we’re going to examine every possible way to get Alzheimer’s Research UK punching above its weight as a fundraising brand, integrating all the marketing and advertising levers to focus on this crucial mission.”
