Ladbury PR to extends partnership with Malaria No More to fifth year

Ladbury has extended its long-running partnership with health charity Malaria No More and will once again be promoting its involvement with ITV's I'm A Celebrity … Get Me Out Of Here!.

The organisation has been selected as the receiving charity partner of the popular reality TV show for the fifth consecutive year and Ladbury has been briefed to help highlight this association, reports PRWeek.

Its brief is to publicise the charity through exclusive celebrity multimedia content and competitions in national, regional and online media, continuing a relationship that has endured since Malaria No More's UK launch in April 2009.

The agency helped to generate huge publicity for the not-for-profit organisation by arranging a photo call with then-prime minister Gordon Brown and sports stars Andy Murray, David Beckham and Denise Lewis.

Ladbury PR continues to act as media consultant for the charity and works across a number of flagship projects, including its partnership with musical ambassador Youssou N'Dour.

Malaria No More's ties to I'm A Celebrity mean it receives 15p for every phone vote cast during the show, with the proceedings going towards saving lives affected by malaria in Africa.