Cancer Research UK appoints Threepipe to handle PR on Dryathlon campaign
Cancer Research UK has appointed digital marketing and communications agency Threepipe to its PR roster as it looks to roll out the Dryathlon campaign nationwide.
Dryathlon challenges social drinkers to give up alcohol for the month of January and raises money through sponsorship or pledging money saved by not drinking.
The campaign was launched as a pilot in January 2013 with 35,000 ‘Dryathletes’ taking part to raise over £4m.
Threepipe reports into Kim Ireland, PR manager, Cancer Research UK, and is working alongside the charity’s in house PR and social media team.
Ireland said: “Our pilot Dryathlon campaign was a great success and we’re excited about scaling everything up in 2014.
“Threepipe’s strategic approach and creative ideas impressed us and we are looking forward to continuing to establish Dryathlon as a key fundraising platform.”
David Robson, head of planning, Threepipe added: “Our campaign platform will be centred around humour and challenges, which resonates well with the target audience and will inject some fun into what can be a depressing time of the year.”
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