Firefly International
Public Relations
Firefly International is a UK-based charity dedicated to supporting children affected by the ravages of war, providing them with critical opportunities to heal, learn, and build a peaceful future.
Firefly International partners with local organisations in Bosnia, Turkey (with the Syrian Refugees), Northern Syria and Cairo (with the Palestinian Refugees), providing education, mental health support and peace building initiatives tailored to the needs of war-affected children.
Marriott Communications was appointed to provide strategic PR and stakeholder engagement for the launch and promotion of their Brighter Futures Appeal.
The Brief
Firefly International, a charity dedicated to supporting children in conflict-affected regions, launched its Brighter Futures Appeal in November 2024 to mark International Children’s Day.
The campaign aimed to dramatically increase fundraising to expand support for vulnerable children in Bosnia, Gaza, and among Syrian refugee communities, with a focus on:
Early years and science education
Arts, health, and well-being programs
Trauma counseling and tolerance-building initiatives
Hosted by Firefly International patron Rose Leslie, the appeal leveraged matched donations to double impact and encouraged public support through events, fundraising challenges, and direct donations.
This represented the charity’s largest fundraising effort to date.
Marriott Communications was appointed to provide strategic PR and stakeholder engagement for the launch and promotion of the Brighter Futures Appeal.
Our responsibilities included:
Media Strategy & Paid Media Development - designed and executed a media plan to maximise visibility across lifestyle, third sector, and political publications.
Stakeholder & Influencer Outreach - identified and engaged key external stakeholders, high-net-worth individuals, and influential voices, ensuring high-calibre attendance and support for the launch and overall campaign.
Messaging & Narrative Development - developed core PR messaging to ensure consistent and compelling storytelling across all media touch-points.
Press & Media Engagement
Identified key journalists and media publications for strategic PR outreach and event attendance
Crafted and distributed multiple press releases and media advisories, focusing on:
The humanitarian impact of Firefly’s work
Rose Leslie’s involvement for celebrity and lifestyle coverage
Coordinated pre-launch and post-launch coverage to sustain campaign momentum
The Impact
The campaign successfully amplified Firefly International’s message, engaging press, stakeholders, and the wider public.
Key outcomes included:
High-profile media interest and coverage across humanitarian, lifestyle, and third-sector outlets
Increased visibility of the Brighter Futures Appeal and Rose Leslie’s support, creating a strong platform for fundraising
Strengthened relationships with journalists, influencers, and high-net-worth donors, laying the foundation for ongoing support
By combining strategic PR with targeted media planning, Marriott Communications supported Firefly International to drive awareness and engagement for its most ambitious appeal yet - ultimately helping to provide education, support, and brighter futures for children affected by the ravages of conflict.
