Leonard Cheshire, the charity for the disabled, has picked FCA! to
lead its first major foray into advertising.
The appointment is the prelude to a press, poster and direct marketing
initiative due to begin at the end of next month. It aims to realign
brand perception away from residential care.
FCA! won the assignment after a three-way pitch. Optimedia is likely to
handle media buying.
Jeremy Hughes, Leonard Cheshire’s director of public affairs, cited the
agency’s ’simple and powerful branding idea which can work in any
medium’ as the reason for the appointment.
Chris Parry, the FCA! chairman, said: ’The campaign will be about
getting the public to realise that disabled people can lead normal