OBJECTIVE

As Curzon’s official Charity Partner for 2012, the objective was to increase presence of Pakistan’s largest educational NGO, CARE Pakistan, in both Pakistan as well as the UK, where it has a chapter. Supporting education within Pakistan, the charity was supported by a communications campaign that included strategy, media relations and digital media advisory as well as expanding the charity’s board.

CAMPAIGN

Curzon PR’s strategic advisory outlined the charity’s key messages and positioning. The ensuing media relations campaign targeted industry press, seeking to build awareness among key journalists and thereby raise the profile of CARE in the charity sector, along with the Asian community, with the hope of increasing donations from the Diaspora, the charity’s strongest target market in the UK. Meanwhile, strategic additions to the CARE Board were targeted in order to augment important skill sets and expertise.

RESULTS

Dr Mohammad Jawad, subject of the Oscar-winning documentary, Saving Face, was brought on board as the charity’s patron, and Curzon excelled in its task of increasing board membership of the charity. Coverage included an interview with the charity’s founder, Seema Aziz, on BBC World News as well as extensive press in the UK and Pakistan including BBC Radio Asian Network and The News International. Aziz was also named Philanthropist of the Year by Hello! Pakistan. A charity partnership organised by Curzon with the exhibition Different Faces of Pakistan at Asia House resulted in a donation of percentage of sales as well as an increase in donations.