The Salvation Army hires Weber Shandwick to promote Strawberry Field redevelopment

The Salvation Army has appointed the Manchester arm of Weber Shandwick, following a competitive pitch process, to develop the creative comms strategy for its redevelopment of Strawberry Field in Liverpool, the location that inspired John Lennon’s famous song for The Beatles, which was released 50 years ago.

Having been a children’s home for decades – where Lennon joined the children for garden parties – the site is now due to undergo a major revival, which will include the creation of a training hub for young people with learning disabilities, an exhibition on the links between Lennon and the Strawberry Field children’s home, and a place of spiritual exploration.

Weber Shandwick Manchester won the creative brief to raise awareness and deliver a global fundraising campaign.

Members of the agency’s senior management team, including director Anna Varley Jones, associate director Amy Hopkinson and creative director Owen LaBeck, will oversee the account.

Carol-Anne Latta, PR and comms manager for The Salvation Army in the UK and Ireland, said: “The Salvation Army is trusted and respected across the world, so we sought an agency with a global outlook, which understands our movement and our role as a custodian of the Strawberry Field site, and shares our vision to help transform lives. Weber Shandwick Manchester ticks all of those boxes and we’re excited to bring our campaign plans to life.”

Amy Hopkinson, associate director at Weber Shandwick Manchester, added: “Every aspect of The Salvation Army project at Strawberry Field inspires excitement, from the incredible work that will be done with young people with learning disabilities, to the long-lasting connections Strawberry Field has to John Lennon and his legacy.”