Strategy

50 seriously and terminally ill youngsters, nominated by Starlight and automotive charity BEN, were to be driven around the Silverstone Circuit in Ferrari California cars by professional drivers, members of the BRDC’s ‘SuperStars’ scheme and celebrities. Jori White PR’s pre-planning programme included management of the charities and eight sponsors; coordination of attendees; risk assessment and CRB checks. Families who had agreed to take part in publicity were interviewed and detailed case studies prepared. Pre-event interviews with the children and their families were then conducted