In 2010, Crusaid formally merged with the larger UK AIDS charity Terrence Higgins Trust, a move that allowed both operations greater scope to combine on aligned objectives. Black Salt were involved in the handover process, and then engaged by Terrence Higgins Trust to work on an enhanced brief for the 2011 Walk For Life fundraising event.
In addition to the redevelopment, rebranding and improved functionality of the Walk For Life website, Black Salt was involved in the marketing and communications for the event, producing a wide range of campaign initiatives, including social media, photography, film production, relationship marketing, PR and advertising.
The Walk for Life had another successful year, its first under the stewardship of Terrence Higgins Trust. Black Salt exceeded its objectives, delivering an unprecedented 25% increase in individual funds raised by each walker. The viral aspects of the campaign and innovative use of social media enabled the 2011 Walk for Life to reach, educate and appeal to a new audience in the hundreds of thousands.
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