Leeds Hospitals Charity, which supports Leeds Teaching Hospitals NHS Trust, has appointed strategic creative agency, McCann.
McCann is tasked with growing the charity’s brand awareness and identity across the city and wider region, starting with the Rob Burrow Centre for Motor Neurone Disease (MND) Appeal.
Following a recent rebrand, Leeds Hospitals Charity identified the need to significantly increase its profile to increase the volume of vitally important donations to keep making a real difference for patients, families, and NHS staff.
McCann was selected as agency partner by Leeds Hospitals Charity to collaborate on a creative campaign for the Rob Burrow Centre for MND Appeal. The specialist centre will support patients with motor neurone disease and their families.
The initiative is also in support of a national ITV documentary ‘Lindsey and Rob: Living with MND’ that follows the lives of Rob and Lindsey Burrow, with Lindsey participating in the Rob Burrow Leeds Marathon held last month.
The collaboration ensures a seamless synergy between media and creative elements, working together to deliver the most effective campaign to help raise the remaining £2.8 million needed to build the centre.
The funds will contribute to the construction of a new centre in Leeds, specifically designed for MND patients and their families. The campaign showcases original creative content by McCann, while UM handles the media distribution across TV, radio, out-of-home (OOH), and digital platforms in Yorkshire and the North-West.
Howard Hesling, business development director, McCann Leeds, said: “Leeds Hospitals Charity carries out vital work for our hospitals in Leeds and the surrounding areas. The partnership started with a brilliant campaign, helping raise awareness and money for an incredible cause we are so proud to be a part of.”
Laura Webb, head of marketing at Leeds Hospitals Charity, added: “We are thrilled to have McCann on board as our new agency partner. Our new collaboration on the Rob Burrow Centre for Motor Neurone Disease Appeal will hopefully help us gain recognition within the region, and we are confident that McCann’s expertise will give us just that.”
