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War Child and Cake join forces for 2013 partnership to celebrate the charity's 20th anniversary


By The Drum Team | Editorial

October 19, 2012 | 2 min read

War Child – the charity for children affected by war – has chosen Cake as its agency partner on a pro bono basis for its 20th anniversary year.

Cake is now tasked to devise a strategy for the charity spanning social media, PR, experiential activity and content creation in order to gain maximum exposure for the charity and its work and, in particular, its music partnerships.

War Child’s director of fundraising, Ben Knowles will now work in partnership with Cake CEO Mike Mathieson who will lead the work. Activity is set to focus on the charity’s musical associations, first made famous in 1995 with the War Child album ‘HELP’ featuring Oasis, Radiohead and Sir Paul McCartney. More recent partnerships have involved the likes of The Killers and Coldplay.

Knowles commented: “Choosing Cake to work with us in 2013 was a no-brainer. Mike’s and the agency’s roots are firmly within the music industry, and they understand exactly how to maximise high-profile partnerships such as ours.

“The team’s experience in creating large scale music campaigns over the past 14 years for the likes of Coca-Cola, Motorola and Reebok means it is perfectly placed to help us drive awareness of our cause next year.”

Cake’s Mathieson added: “We are honoured to have been selected by Ben and his team to help guide them in such an historic year for the charity. War Child has big ambitions for the coming year, and we can’t wait to put our social, experiential and PR skills into action to help such a great cause.”

War Child Public Relations Social Media

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