Contact us on 0115 787 0206 or at

FRAME appoints V Formation for major profile raising campaign

FRAME appoints V Formation for major profile raising campaign
March 29, 2018 Jemma Taylor Smith

FRAME, a medical research charity committed to reducing the number of animals used in scientific testing has appointed V Formation to advise on its relaunch and provide continuing marketing and PR services.

V Formation has a special interest in life sciences, so it is well placed to help the charity rebrand and to ensure its work into scientifically-viable, alternative non-animal methods can continue.

In recent years FRAME has restructured and streamlined its support team, and as part of this process was originally looking to recruit an in-house communications officer.

FRAME appoints V FormationHowever, following a recommendation from an existing V Formation client, FRAME decided to appoint the Nottingham agency to save on the time and costs associated with the recruitment and management of a new employee.

The charity was also impressed by the fact V Formation could provide a whole team, across marketing, PR and general communications support.

The Fund for the Replacement of Animals in Medical Experiments (FRAME) was founded in London in 1969 by Dorothy Hegarty. Its main aim has always been to promote the Three Rs (Replacement, Reduction & Refinement) as a way forward for reducing animal experimentation.

This approach focuses on minimising the number of animals used in biomedical research, by replacing experimentation using animals with scientifically proven alternatives that do not, and by refining existing practices to minimise the impact of particular procedures and practises on animals, where they still have to be used.

FRAME’s ultimate aim is the elimination of the need to use laboratory animals in any kind of medical or scientific procedures.

As part of its investment in marketing, FRAME has also appointed a Scientific Liaison Officer, Amy Beale, who is working closely with V Formation to raise the charity’s profile.

Dr Anna Cadogan, chair of trustees at FRAME, said:

“We appointed V Formation to handle our marketing and PR after one of their existing clients explained how using an external agency would save us the hassle of recruiting and managing a new employee.

“It is hugely helpful that V Formation can provide a whole team to support us across marketing, PR and general communications support.

“By investing in marketing and PR, as well as appointing a Scientific Liaison Officer, we are ensuring we communicate a clear and consistent message which will help us keep close to our corporate supporters, as well as engaging with others interested in reducing the number of animals used in scientific and medical testing.”

Sue Carr, a director at V Formation, said:

“We are thrilled to be working with FRAME to help it achieve its goals.

“Since being appointed we have managed the brand refresh, which has included a new website, marketing essentials and a clear communications campaign.

“We have also implemented a CRM system to help ensure FRAME’s marketing activities are more targeted and that they are compliant with the forthcoming GDPR data protection changes.

“We also helped with the recruitment of Amy Beale, FRAME’s Scientific Liaison Officer, and we continue to work alongside her to support the work she is doing in developing relationships with corporate supporters and generating vital funds to allow FRAME to continue its work.

“We look forward to continuing our work helping FRAME implement its marketing plan, which includes managing the website, SEO, content creation and social media management.”

FRAME undertook the relaunch to build on its achievements over the past five decades.

Notable events have occurred throughout its history and include:

  • FRAME advised the UK Government on the Animals (Scientific Procedures) Act, which came into force in 1986.
  • In 2000, EU regulators accepted FRAME’s first three replacement alternatives to animal testing, based on the three ‘R’s.
  • In 2010 FRAME took part in the European Commission Consultation on Alternative (Non-animal) Methods for Cosmetics Testing.

V Formation regularly works with clients to help them relaunch and develop their brands. Whether you’re just going to market or want to have a complete brand overhaul, we can help. Contact us here or call 0115 787 0206.