Yorkhill Children’s Foundation has brought in McGarvie Morrison Media (MMM) to work on a pro bono contract to provide its PR and communications support.

The Glasgow agency has said that the contract is part of the company’s Corporate Social Responsibility programme, as it looks to support a locally based organisation.

Yorkhill Children’s Foundation has been seeking a communications company to represent it as it aims to step up its fundraising efforts to increase the profile and awareness of the work being carried out on behalf of sick children across Scotland, who are being treated at the Royal Hospital for Sick Children at Yorkhill.

Lally Cowell, account director for MMM will work in close consultation with the in-house marketing and fundraising team, to devise and implement a sustained programme of news and photo led stories, which support the objectives of the Foundation.

These will focus on underlining the difference made by the organisation to the quality of experiences the children and their families have whilst at the hospital.

Cowell previously worked with  the Foundation to deliver a PR campaign to support the organisation's 'Frock and Roll' clothes swapping event in September 2009 and will also provide advice and guidance on marketing, sponsorship and fundraising matters.

The partnership officially began on 1 May.