North West agencies join forces for Carers Trust campaign

Manchester-based Intelligent Conversation and Knutsford-based 438 Marketing have been appointed to handle the PR for national charity Carers Trust, which supports the UK’s 7 million unpaid carers.

Carers Trust works to improve support services and recognition for anyone living with the challenges of caring, unpaid, for a family member or friend who is ill, frail, disabled or has mental health or addiction problems.

The agencies will deliver a fully integrated digital, social, PR and marketing campaign to raise awareness of the charity’s annual Britain’s Best Breakfast campaign and encourage participation and donations.

Taking place in October and now in its third year, Britain’s Best Breakfast encourages employers and individuals to host fundraising breakfasts to support the charity’s work.

The campaign will run over six months and is designed to “breathe new life into the initiative”. It will include a refreshed website and a new mascot, “Bert the good egg”, as well as a social media advertising campaign.

Luen Thompson, director of marketing and comms for Carers Trust, said: “After two successful years, for 2016 we wanted agency partners to help us take Britain’s Best Breakfast to the next level – driving income and donor recruitment.

“It was important to us that the marketing campaign was fully integrated and we were impressed with the approach offered by Intelligent Conversation and 438 Marketing.”

Libby Howard, MD of Intelligent Conversation, added: “We have a close relationship with the team at 438 Marketing. Both agencies are firm believers in the power of integrated communications and it’s been great to plan and deliver this campaign together from day one.”

Ian Sykes, director at 438 Marketing, said: “This is a light-hearted campaign with a serious message; three out of five of us will become unpaid carers at some point in our lives.

“We are delighted to have the opportunity to support Carers Trust in its important work.”