Comic Relief evolves its marketing strategy to boost appeal among young people

Comic Relief is rethinking its strategy around engaging younger people in its fundraising campaign, moving away from a focus on schools to instead reach them online and on digital platforms.
The charity is partnering with online storytelling community Wattpad. It allows users to read and share stories online and has a total monthly audience of more than 45 million people. Three-quarters of Wattpad’s British readers are under 24.
The Comic Relief campaign, which launches today (17 February