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BME charities to benefit from opportunities project.

A Birmingham marketing agency is launching a range of products and services designed specially for BME charities in the region as part of an innovative pounds 1 million project funded by Advantage West Midlands.

Matrix Communication has been commissioned by brap, formerly Birmingham Race Action Partnership, to develop marketing and communication tools for local voluntary organisations as part of its R2O project.

R2O, which stands for Routes to Opportunity, is a regional project designed to improve the sustainability of charities working with black and minority ethnic communities.

Ten charities will benefit from the services developed by Matrix, which include e-templates, websites, and DVDs, as well as more conventional print documents.

In recognition of the limited resources many of the organisations have, Matrix is taking the unusual step of signing over the intellectual rights of the logos, brands, and templates it has designed.

One example of a charity benefiting from the scheme is disability charity CATS which will have a DVD produced outlining what the organisation does.

Matrix project lead Jacob Dutton said: "It's important to be innovative in marketing, but you can double that when working with charities.

"Because budgets are so limited, you have to be creative about the way you get your message across.

"For example, with CATS we didn't want to produce leaf letsand flyers for an audience that have seen their fair share of print material.

"They're a relatively new organisation in a competitive market, so a DVD is a great way to create presence in a short space of time.

Brap CEO Joy Warmington said: "Unfortunately, even at the best of times charities don't have the money to spend on communicating their message and this is even truer due to current circumstances.

"This is a real shame because in times of trouble it is more important to focus on equality and fairness, not less.

"That's why the R2O project is so important - it gives community organisations a voice they wouldn't necessarily have had. By paying for professional support, brap is fulfilling one of its core aims of improving the service local organisations offer local communities."
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Publication:The Birmingham Post (England)
Date:Oct 20, 2008
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