COMIC Relief, the charity behind Red Nose Day and Sport Relief, has appointed Blue State as its media strategy, planning and buying agency across all brands, as it seeks to broaden its ‘year-round’ appeal.
Blue State will work with the charity, founded in 1985, across its core activation moments such as Red Nose Day and its Winter appeal, but also focus on building year-round momentum among communities and groups and diversifying income streams.
Using their tried and tested media optimisation methodology, Blue State will act as an extension of Comic Relief’s team, putting test-and-learn at the core of the work, in order to maximise campaign efficiency.
Reece Jackson, head of digital fundraising and giving at Comic Relief said:
“We are delighted to appoint Blue State as our strategic media partner. Their approach to data-driven campaign planning is second to none. With so many of us growing up with Red Nose Day, Comic Relief is a charity that is close to so many of our hearts — with Blue State at the helm of our paid media operation, we look forward to bringing campaigns and content to people year-round in a way that’s more impactful than ever.”
Lizi Zipser, executive director at Blue State, added:
“Comic Relief is a British institution and we’re so proud to be able to partner with them at such a crucial time in their transformation journey. The Cost of Living Crisis, alongside the changes to advertising and tracking, make this year an especially turbulent time for organisations in the UK – but there is also so much room for innovation and growth. We’ve seen from recent research that more than 1 in 5 people in the UK wants to do more to help the growing need in communities, and Comic Relief is perfectly positioned to inspire people to do more – for Red Nose Day and throughout the year.”