Organisation type
Charity/third sector
Sector
Culture, heritage and music
Disability, diversity, equity and inclusion
Health and social care
Service
The pandemic forced Nordoff and Robbins to cancel its flagship fundraising events for two years, creating a significant income gap for the UK’s leading music therapy charity.We were asked to deliver a high-impact fundraising event promotion campaign for the return of its 2021 Christmas concerts — a live event featuring Sir Rod Stewart and Imelda May, and an online showcase hosted by Nile Rodgers. The goal was clear: go beyond celebrity moments to raise the charity’s profile and increase understanding of its vital work.
To rebuild momentum after two years of disruption, we developed a two-pronged media strategy that combined targeted pre-event storytelling with high-quality, celebrity-led coverage from the night.
We secured early broadcast and print opportunities to spotlight the impact of Nordoff and Robbins’ music therapy, drawing on powerful client case studies and interviews with CEO Sandra Schembri. Presenters then amplified these pieces across social media, helping extend the charity’s reach to potential donors.Recognising the charity’s deep ties with the music industry, we prioritised music press alongside consumer and international outlets to drive global visibility for the hybrid event. On the night, we worked with PA photographers and liaised with Reuters to capture and distribute compelling stories and imagery, ensuring the charity — not just the performers — was central to the narrative.
Our strategy delivered broad and meaningful visibility for Nordoff and Robbins, directly supporting its aim to rebuild fundraising income and raise its public profile.
We secured standout coverage across national, regional, consumer and specialist media, including an exclusive with PA that generated widespread pick-up. Interviews with Imelda May and a case study family reached national broadcast audiences, including Sky News, while a half-hour Times Radio segment provided space for deeper storytelling.Iconic photography gained premium print positions, and Reuters’ global syndication extended the charity’s reach worldwide. More than 800 people attended the Chelsea concert, and combined live and online events raised over £200,000 — a vital boost following two years of cancellations.
opportunities to see/hear
attendees at the Chelsea concert
raised for Nordoff and Robbins
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