Retrak is an international development charity based in Cheshire, working to support street children in African and South America. Following the appointment of Sir Peter Fahy as the CEO in 2016, the charity identified the need to raise its profile nationally to support its fundraising targets. Firework PR was chosen to develop a cohesive strategic communications programme starting with the development of its brand messaging and positioning.
“Retrak exists to improve the lives of street children and young people, and support their families and communities, however this is only possible through generous charitable donations from the public. It was therefore critical to appoint a communications partner, that could help us develop our stories and media outreach. Having previously worked with Firework, I knew the team and was confident of their expertise to vocalise our work and become a vital extension to the Retrak team.”
Rob White, Director of Development, Retrak
Firework’s campaign started with a messaging workshop attended by the full team to review the brand positioning. The team then devised a proactive media campaign to support fundraising campaigns and worked with the charity to identify partners and celebrities to support the PR effort. Firework targeted regional lifestyle publications, Cheshire Life and The Cheshire and the Manchester Weekly News to secure ongoing commentary from Sir Peter Fahy. To support one of Retrak’s fundraising appeals, Retrak secured a competition donation from Happy Monday’s band member, Bez. Firework arranged a photo-shoot with Bez and Sir Peter Fahy and secured an exclusive interview with the Manchester Evening News Diary Editor.
To date, the team has secured a half page profile on the charity’s fundraising appeal, a monthly column for Sir Peter Fahy in the Manchester Weekly News, profile pieces in Cheshire Life and The Cheshire Magazine, on Sir Peter Fahy, and news coverage across regional titles: Mancunian Matters, Manchester Confidential and national charity titles: Charity Today and Third Sector.