Youth charity Big Change founders Sam and Holly Branson have brought in Launch PR to promote its 2016 Virgin Strive Challenge, which aims to raise £1.5 million to create positive change for young people in the UK.
The Virgin Strive Challenge will see Sam and Holly Branson, their father Sir Richard Branson, Innocent drinks co-founder Richard Reed and ex-gang leader, poet and social activist, Karl Lokko, among others, hike, cycle, swim and run their way from the base of the Matterhorn in Switzerland to the summit of Mount Etna in Sicily in September.
Launch’s brief is to promote the charity’s vision for young people and the challenge itself.
The team will report to Jackie McQuillan, founder of NMTB Communications and PR representative for the Branson family, as well as Strive director and co-founder Noah Devereux.
Launch director Niki Wheeler will lead the account.
Devereux said: “The STRIVE philosophy is all about the growth which happens when you step out of your comfort zone to achieve bold ambitions. Launch PR’s thinking and people reflect the ‘growth mindset’ we seek in our partners. Its stellar track record in charity and CSR PR is a great fit for us.”
Johnny Pitt, Launch PR founder and creative lead, added: “We’re always up for a challenge at Launch and our deep entrepreneurial roots, make this brief a good match for us.”