Child Bereavement UK, Barclays and Walker Books

The objective:
To raise money and awareness about this relatively small charity which had never before used licensing as a means of fund-raising.

The know how:
Louis Kennedy specialists sourced partners, selected the right book, negotiated with rights-holders and agreed on placement.

The results:
We brokered a three-way partnership between charity, bank and publisher. Walker Books, author Sam McBratney and illustrator Anita Jeram generously waived licensing fees so that every penny of the proceeds from this wonderful book, sold at Barclays, went to help bereaved families.

Ian Davis, Head of Fundraising for the charity said: “It was the team at Louis Kennedy who first identified the great fit between Child Bereavement UK and this wonderful book, then put their contacts and expertise to work on our behalf.” 


© Sam McBratney and Anita Jeram 2009