HIV and sexual health Terrence Higgins Trust has beaten six other charities in a head-to-head pitch for support from B&Q, The Daily Mail and Dixons Group plc.
The challenge was part of the Marketing for Good Conference 2005 held in Westminster London.
The other challengers were Childline, British Heart Foundation, National Missing Persons Helpline and Breakthrough Breast Cancer and Winston’s Wish.
The purpose of the challenges set by Jean Collingwood, CEO of social marketing agency Ingenious Group, was “to take the lid off how charities fundraise behind closed doors”, and to provide a platform to showcase the marketing talent of charities to a range of corporate companies.
Terrence Higgins Trust faced the challenge of devising a cause-related marketing programme that would resonate with The Daily Mail’s core audience and at the same time generate funds for the charity. Cath Cole and Karen Higgs were tasked with the tricky matter of finding a match between
the sexual health of the nation and Mail readers.
The judging panel were both frank and at times tough on the contestants. “If charities have not met their briefs then what they really want is honesty and to understand
why. All of the charities displayed great courage, passion and creativity,” said Jean Collingwood.
The Judging Panel comprised Carl Hopkins, Chairman of jda Group; Christine Cryne, Chief Executive of The Chartered Institute of Marketing; Trevor Robinson, creative director of Quietstorn; Tania Mason, deputy editor of Third Sector; and Peter Turner, Head of Social Action Capital Radio.