Comic Relief is making a concerted effort to engage with teenagers online through the Wattpad storytelling platform in the build-up to Red Nose Day on 24 March.
Wattpad, which allows users to read and share stories, has 1.3 million users in the UK, 75 per cent of whom are under 24. Stories relating to fundraising and charity will be housed on Comic Relief’s official page on Wattpad and one of the site’s leading writers, Leigh Ansell, who boasts 123,000 followers, will post a specially commissioned story focusing on Red Nose Day.
The charity, which will also take over the humour section on the platform, sees the partnership as a development of its approach to targeting younger people who might be put off by the #ad and #spon hashtags (advertising and sponsored respectively) that usually come with any paid advertising on social media platforms.
Pete Durant, digital partnerships and social media lead at Comic Relief UK, said: "Partnering with Wattpad is the next step in engaging with a fresh young audience. Storytelling has always played an important part in Red Nose Day and we’re glad we’re able to continue the tradition."