McCann Leeds Kicks off Partnership with Leeds Hospitals Charity

Leeds Hospitals Charity, which supports Leeds Teaching Hospitals NHS Trust, has appointed strategic creative agency, McCann, to grow its brand awareness and identity across the city and wider region, starting with the Rob Burrow Centre for Motor Neurone Disease (MND) Appeal.

Following a recent rebrand, Leeds Hospitals Charity identified the need to significantly increase its profile, both within Leeds and the wider area that the charity serves, to increase the volume of vitally important donations to keep making a real difference for patients, families, and NHS staff.

McCann was subsequently selected as agency partner by Leeds Hospitals Charity to collaborate on a creative campaign for the Rob Burrow Centre for MND Appeal. The specialist centre will support patients with motor neurone disease and their families. This initiative is also in support of a national ITV documentary ‘Lindsey and Rob: Living with MND’ that follows the lives of Rob and Lindsey Burrow, with Lindsey participating in the Rob Burrow Leeds Marathon held last month.

The collaboration ensures a seamless synergy between media and creative elements, working together to deliver the most effective campaign to help raise the remaining £2.8 million needed to build the centre. These funds will contribute to the construction of a new centre in Leeds, specifically designed for MND patients and their families. The campaign showcases original creative content by McCann, while UM handles the media distribution across TV, radio, out-of-home (OOH), and digital platforms in Yorkshire and the North-West.

Howard Hesling, business development director, McCann Leeds, said, “Leeds Hospitals Charity carries out vital work for our hospitals in Leeds and the surrounding areas. The partnership started with a brilliant campaign, helping raise awareness and money for an incredible cause we are so proud to be a part of.”

Leeds Hospitals Charity works together with patients and their families, donors, fundraisers, volunteers, local businesses, and other charities to raise additional funding, which is delivered through equipment, research, education, health and well-being, facilities, and specialist staffing requirements. 

Laura Webb, head of marketing, at Leeds Hospitals Charity, adds, “We are thrilled to have McCann on board as our new agency partner. Our new collaboration on the Rob Burrow Centre for Motor Neurone Disease Appeal will hopefully help us gain recognition within the region, and we are confident that McCann’s expertise will give us just that. We were impressed by their expertise and creativity and understanding of our mission to support Leeds Teaching Hospitals to deliver the best care to patients and their families.”

To find out more about Leeds Hospitals Charity, visit here.