The Difference Collective has been chosen by the national charity HEART UK to transform its press office and media relations function after a competitive pitch.
HEART UK is the UK’s only cholesterol charity working to prevent premature deaths from high cholesterol – a major risk factor for heart attacks and strokes. The charity provides expert support, education and campaigning activities, and works with healthcare professionals, patients and families to improve cholesterol health.
Jules Payne, Chief Executive of HEART UK, said: “The team at The Difference Collective showed unrivalled expert knowledge of the health media landscape, a huge amount of relevant insight and senior talent as well as real passion for our charity. We felt they would be the perfect partners to help us raise the profile of HEART UK.
“Over half of UK adults have raised cholesterol which can lead to heart disease and strokes, yet too few people know about it or how dangerous it can be. We believe The Difference Collective are the best team to help us expand our reach and raise awareness of the vital importance of high cholesterol and how to tackle it.”
The Difference Collective is the first-of-its-kind virtual healthcare communications collective with more than 80 consultants. The agency provides clients with purpose-built teams of senior comms experts.
The HEART UK work will be led by former ITV news journalist Elspeth Massey, Core Collective Consultant and Head of Charity at The Difference Collective. She has extensive charity experience having spent the past decade in the communications teams of three national charities – The Stroke Association, Samaritans and Beating Bowel Cancer.
She will be supported by Jo Willey, Collective Media Maestro at The Difference Collective and former Health Editor at the Daily Express. Jo has more than two decades’ experience working on national newspapers and brings extensive media relations expertise to the team.
Angie Wiles, Founder of The Difference Collective, said: “Everyone at HEART UK works tirelessly to increase awareness of high cholesterol, the terrible health dangers it can cause and are a major force in campaigning for change. We’re delighted to have been chosen as their agency to increase their media relations activity. Elspeth and Jo are two of the best in their fields and we know we can help HEART UK with its ambitious plans. We are incredibly excited about our future work together.”
HEART UK is the UK’s only cholesterol charity, providing expert support, education and influencing services to healthcare professionals and people and families with concerns about cholesterol.