UNICEF UK has appointed creative agency Neverland to lead its brand strategy and develop a new campaign set to launch later this year.

The appointment follows a competitive pitch process conducted internally by the charity. Neverland will be responsible for creating a new brand platform that strengthens public understanding of UNICEF UK’s work and drives greater fundraising support.

The agency, known for its work with brands including Innocent, Rightmove, and Age UK, will collaborate closely with UNICEF UK to communicate the scale and impact of its mission.

Louise Lane, Chief Marketing Officer at UNICEF UK, said: “These are challenging and devastating times for children around the world and it’s more important than ever for UNICEF UK to have a clear, compelling brand that resonates and that motivates support.”

Lane added: “Neverland will help us to best showcase our life-saving work, and life-changing global impact to as many people as possible, helping us to continue to speak up powerfully for the rights of the most vulnerable children.”

Josh Harris, CEO of Neverland, said: “The task of defining a positioning for one of the world’s most important organisations, responsible for helping shape the future of childhood, is not something to be taken lightly. Neverland was built for this kind of challenge, so we hope to do it justice.”