Aspect surpasses £100,000 of support for Aberdeen Cyrenians as partnership concludes

Aspect: The Strategic Communication Experts has exceeded its £100,000 target of support for its inaugural charity of the year, Aberdeen Cyrenians, since partnering with the Aberdeen-based charity in June 2023.

Aberdeen Cyrenians has worked with vulnerable people in North-east Scotland ever since being set up as a soup kitchen by Aberdeen University students in 1968. The charity provides crucial assistance to those facing social exclusion, such as crisis, trauma, poverty and isolation.

From its offices in Aberdeen and Edinburgh, the Aspect team used its expertise, creativity and insights to deliver a range of integrated communications support which resulted in new media opportunities, political connections and a more impactful digital presence.

Over the course of 12 months, staff spent more than 50 hours volunteering at Aberdeen Cyrenians’ city centre base and raised nearly £3,000 through various fundraising activities, including walking a collective 126 miles on behalf of the charity in this year’s Kiltwalk Aberdeen.

It was also able to provide a safe and secure office space for the charity’s Ending Violence and Abuse Aberdeen (EVAA) and Strength for Tomorrow services which offer assistance for those who are facing or who have faced gender based violence and childhood abuse.

Donna Hutchison, CEO of Aberdeen Cyrenians, said: "Aberdeen Cyrenians has been a pioneer of firsts since we were established back in 1968. Over the years, we have adapted and evolved our offering to meet demand, but now, more than ever, we need to come together as a city to achieve lasting change for vulnerable people. Corporate partnerships are a vital component of our inclusive approach of delivering our critical services.

“Our partnership with Aspect has enabled us to move the dial on our mission to tackle digital exclusion, as well as provide us with the building blocks we need to continue raising awareness of the issues and areas of support we deliver as a key partner to local communities in the north-east."

Leona Minellas, communication director at Aspect, said: “At the outset of our inaugural partnership with Aberdeen Cyrenians, we were committed to adopting a different approach which combined volunteering and fundraising with strategic communication. This not only increased the profile of Aberdeen Cyrenians at such a crucial time for the charity, but it also gave our team the opportunity to do what they do best.

“Combined, this resulted in more than £100,000 of support over 12 months. It is undoubtedly a challenging economic environment and this means that demand for the services provided by Aberdeen Cyrenians, and others, are needed more than ever. Although the official partnership has come to an end, we will continue to champion Donna and her team as they deliver fundamental work which improves lives and opportunities within Aberdeen.”