A star-studded concert to raise awareness of HIV in Sub-Saharan Africa




Broadcast PR, Consumer PR

Working with Prince Harry on a cause close to his heart. 

A charity founded in 2006 by Prince Harry and Prince Seeiso of Lesotho, Sentebale works with vulnerable children and their communities to provide psycho-social support to children and adolescents affected by HIV in sub-Saharan Africa.

In June 2016, Prince Harry called in support from celebrity friends Coldplay, Laura Mvula, Joss Stone and George the Poet to host a fundraising concert in his backyard (Kensington Palace). With members of the Royal Family, A-List celebrities – including the biggest band in the world – and an important cause to promote, the stakes could not be higher.

98.4% of the coverage carried Sentebale’s key messaging

Sentebale and Kensington Palace turned to the only agency they trusted to “get it right”, Good Relations.

Our task was to promote the concert to a national audience, sellout tickets and ensure the charity’s key messages were not lost in the celebrity ‘noise’. We worked with Unspun, who handled the event production whilst we looked after promotion, publicity, ticket sales and some artist engagement. All ticket sales were driven exclusively through editorial channels.

The 3,000 tickets sold-out in less than an hour. Our challenge was to ensure that for the watching crowd and media, the event was about much more than the music.

We delivered blanket national media coverage across print and broadcast – coverage which went beyond a ‘Coldplay concert’ to talk about how we can all have a hand in bringing about the first AIDS free generation. 98.4% of the coverage carried Sentebale’s key messages.

Such was the success, that we were asked to support the charity’s work with UNAIDS on World AIDS Day (1 December) telling young people in the UK and beyond to know their HIV status.

GR placed Nelson Mandela’s grandson, Ndaba Mandela, alongside Cathy Ferrier, Sentebale CEO, and Tim Martineau, Chief of Staff, UNAIDS, on the TV sofas to put AIDS/HIV back on the agenda.

In June 2019, our team ran the red carpet and managed all communications for a star-studded Sentebale concert hosted by the Duke of Sussex at Hampton Court.

Headlined by singer-songwriter Rita Ora, the concert was supported by a host of Western and African acts. VIP guests included Tom Hardy, Rosamund Pike, Gemma Arterton and James Norton.

Before the concert had even finished, the team had secured three articles on the MailOnline. With the following day’s coverage being outstanding blanket national coverage, including multiple full page spreads – all for a fantastic cause.

We’re proud to have helped address the stigma HIV/AIDS feeds on – and Prince Harry and Sentebale continue the fight to end the HIV/AIDS epidemic in sub-Saharan Africa.

This was a 

Broadcast PR & Consumer PR

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