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Sperm

Sperm to aid MyGeneration's aspiration marketing drive

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By The Drum Team, Editorial

March 2, 2010 | 2 min read

Urban charity MyGeneration is working with Cheltenham-based branding agency Sperm Creative in its aim to break the cycle of poverty, crime and ill health in struggling London communities through people-centred change.

The agency will work with MyGeneration to raise aspirations and break the mindset which creates under-achievement within these communities as well as social exclusion and dependency through practical support and development of key skills which can be related within the family and community before being passed onto children.

Richard Edgerton, creative director at Sperm explained that the agency had created a visual language to reflect the diversity, hope and colourful nature of the charity which would be rolled out across a wide variety of printed material beginning in London this Spring.

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