Leeds-based branding group Clearsilver has created a new website for children’s charity Variety Club.
Clearsilver came through a three-way creative and strategic pitch to win the appointment in November, according to its managing director Ian Leach.
The charity, which has raised £200m for disabled children largely through celebrity and company endorsement, briefed Clearsilver to raise awareness of what it does.
Leach says that Clearsilver’s solution was to focus on how Variety Club differs from other charities. ‘The point of difference is the showbiz background. Stars like Michael Caine and Ricky Gervais have been involved before and add creditability.’
Leach says that the new site, which launches this week to mark the charity’s 60th anniversary, celebrates its heritage, invites supporters to participate in events and places an emphasis on how money is spent.
‘People need to know where the money goes,’ Leach says. ‘90p of every pound raised goes back to disabled children. Companies and individuals need to know where money is being spent.’
The site focuses on services, events and fundraising opportunities and features a news, event calendar and fundraising section. An e-commerce area has been created for the sale of branded Variety Club products.
Clearsilver’s appointment is as ‘a longer-term partner’ according to Leach, who expects to work with the client in the future.