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The children's charity has approached a number of media agencies, as part of a bid to increase its marketing and fundraising activities.

It previously focused its marketing on public relations and direct marketing activity. It works with the DM shops Arc Worldwide and WWAV Rapp Collins London.

The review follows the appointment of Lesley Miles, who used to be the marketing director at Waterstone's, as the charity's first dedicated communications and marketing director. She has been tasked with raising awareness of the charity and increasing its fundraising revenues.

In 2006, the charity hired River Publishing to redesign its free magazine Lifeline, which is mailed to 140,000 supporters, three times a year.