Yorkshire firm to front campaign of murdered girl

BRANDING and marketing agency Propaganda is to lead a campaign for S.O.P.H.I.E – the foundation set up in memory of Sophie Lancaster – who was murdered in 2007.

The Leeds-based agency will work in conjunction with Sophie’s mother Sylvia to promote the positive nature of different subcultures, to campaign for tolerance within society, and to provide a lasting legacy for Sophie, who was murdered because she dressed differently.

Propaganda is developing a full marketing and communications programme for the foundation – which stands for Stamp Out Prejudice Hatred and Intolerance Everywhere.

It will be launched in November with a UK-wide press and outdoor advertising campaign.

Sophie and her boyfriend, Robert Maltby, were returning to their new home, walking through Stubbylee Park in Bacup, Lancashire when a gang of youths, aged between 15 and 17 savagely attacked Robert without provocation; when he was beaten unconscious they turned on Sophie who was cradling her boyfriend, trying to protect him.

Julian Kynaston, chairman of Propaganda, said: “This has simply been the hardest job we have had to do and it is impossible not to get caught up in the emotion.

“We could have easily used disturbing images of Sophie in hospital that have been in the media to generate the shock factor, but Sylvia was rightfully adamant that the campaign should be positive and peaceful.

“Just seeing Sophies beautiful face both conveys the way that she lived her life and the shocking reality of what has been taken away. I am delighted that Sylvia has given us the opportunity to help work with the Foundation, which continues to generate so much support and empathy on a worldwide basis.”