Cancer Research UK has appointed The Communications Agency (TCA) to handle its marketing activity for The Bobby Moore Fund during 2013/14.
The London-based agency will help mark the 20th anniversary of the death of the England football player to bowel cancer and the subsequent formation of the eponymous fund.
“We are thrilled to be working with Cancer Research UK and The Bobby Moore fund to try and make a difference against the disease that killed one of the UK’s greatest sporting heroes,” said chief executive at TCA, Adam Leigh.
The Make Bobby Proud campaign, which will include video, social and digital marketing, was created by TCA and launched earlier this month at the Football Association’s (FA) England Awards.
The first phase of fundraising began on February 6 at the international friendly between England and Brazil – it was a 2-1 win for England! – and will now be rolled out across various channels, including online, social media and Premiere League matches.
Senior campaign manager for The Bobby Moore Fund, Kirsty Christie, added: “Cancer Research UK’s Bobby Moore Fund are delighted to be working with The Communications Agency on our exciting new campaign Make Bobby Proud.
“TCA instantly understood our target audience of men and have worked tirelessly on great creative ideas, strategy and an inspiring film, which we have been very impressed with.”