Saving Kids' Lives in Zambia

Client: Kids Operating Room

Despite carrying out incredible work, delivering lifesaving state-of-the-art operating theatres to low-and-middle-income countries and training hundreds of paediatric staff, our profile was still very low.

We wanted people to know who we are and to engage with our work, particularly people in Scotland where we’re based. We thought about what would work best for us in terms of winning hearts and minds and flying the flag for our incredible, under-reported cause. We approached The Scottish Sun for a media partnership. As the publication with the biggest print and online circulation in Scotland and without a paywall for its digital content, we knew that we would attract the largest audience share and that would help us to gain new supporters.