Charities have been urged to move beyond quirky costumes when promoting themselves at this year’s London Marathon.

According to a number of experts in the field, taking characters from the Magic Round-a-bout is no longer a viable marketing option for high-profile third sector organisations.

Instead, they need to be getting across the thrust of their branding – much as they would when distributing promotional items and promotional gifts.

Taking place on April 17th, the race is expected to bring together huge numbers of organisations – all of which will be vying for attention in the media spotlight.

Diabetes UK head of communications Paul McDonald told PR Week that charities had to spread their messages to the widest possible audience and it was doing this by given the public the chance to immerse itself in the charities preparations for the event.

Mr McDonald will be running the race himself, and is hoping to raise £2,000 for the organisation.

1 Cartmell, Matt. “Charities advised on marathon comms messages“. PR Week. Tuesday, March 29th 2011.