Alzheimer’s Research UK partnership announcement

New broadcast specialist agency BF Media has formed a pro bono partnership with Alzheimer’s Research UK, after inviting hard-hit charities to pitch for round-the-clock broadcast support for a year.

At the start of 2021 the agency, launched in January by former Good Relations consultant Safi Zisman, invited charities to apply for a year of broadcast consultancy, worth between £25,000 and £35,000.

More than 40 charities submitted proposals, with Alzheimer’s Research UK presenting the stand-out proposal and securing BF Media as an extension of its press office for 12 months. 

Aside from huge financial losses, many charities have struggled over the past year to get cut-through on stories around research and fundraising, with a news agenda dominated by Covid. BF Media has committed to working with a minimum of one pro bono client each year and will donate 1% of profits to that client at the end of each financial year.

Alzheimer’s Research UK is the UK’s leading dementia research charity, and before the pandemic, was one of the fastest growing medical research charities in the UK. Known for its bold campaigns such as #ShareTheOrange, featuring celebrities including Samuel L. Jackson (pictured), the charity challenges misconceptions about dementia and funds research into diagnosis, prevention, treatments and cure.

Zisman said: “If there is one thing the pandemic has taught us, it’s that we all have a role to play. BF media was set up to make a positive impact in every way we can, whether that’s our service, our people, our industry or the society we live in.

“Once we get through Covid-19, dementia is going to be the biggest health crisis we face in this country. That, coupled with the professionalism and enthusiasm Alzheimer’s Research UK showed through the application and proposal process, meant choosing to support their efforts for 12 months was an easy decision”.

Alzheimer’s Research UK chief executive Hilary Evans added: “Sadly one in three people born today will develop dementia in their lifetime unless we bring about life-changing preventions and treatments. But like many charities, Covid-19 has had a devastating impact on some of our key income streams, meaning we’ve had to limit the groundbreaking research we can fund this year.

“The pandemic made it harder than ever to earn a spot on the news agenda to champion the issues that are important to people with dementia. We’re incredibly grateful for the generous support of BF media and look forward to working with them this year to highlight important stories in dementia and research.”