WWAV scoops £4m task for Smile Train

The Smile Train, the US cleft-palate charity, has appointed WWAV Rapp Collins to handle the £4 million direct account for its UK launch.

WWAV triumphed in a three-way pitch against undisclosed agencies. The agency is developing a fundraising campaign for the charity. The work will involve press ads, direct mail and door-drops. WWAV Rapp Collins Media will handle media.

The Smile Train, which is headquartered in New York, raises money to train surgeons in developing countries to perform cleft lip and palate corrective surgery on children. Around 164,000 children have been helped as a result of the charity's work.

Brian Mullaney, the co-founder and president of The Smile Train, said: "We found the end-to-end, full-service capability extremely persuasive, with the added potential afforded by the network for a later European roll-out."

Marco Scognamiglio, the chief executive of WWAV, added: "This has put a big smile on our faces. The nature of this charity's work and the 100 per cent commitment of funds to the cause it supports is a fantastic platform."