Give as you Live™, the online shopping and charitable fundraising brainwave of social entrepreneur Polly Gowers, has significantly expanded its remit with Firefly to include a consumer PR and brand launch in the run-up to Christmas 2012. The expanded brief will support Give as you Live™’s challenge to the nation to fundraise £1.25bn annually through online shopping using Give as you Live™, which apportions a percentage of online sales revenues to consumers’ charity of choice.

Give as you Live™ originally appointed Firefly in 2010 and since then, the agency has increased its PR involvement to include hard-hitting issues campaigns to raise awareness for the state of philanthropy in Britain today.

Most recently, Firefly leveraged the Philanthropy Review and the Institute of Fundraising convention to capitalise on the philanthropic agenda, and communicate Give as you Live™’s message of technology-enabled philanthropy that doesn’t involve extra expenditure or a complete shift in consumer behaviour.

The full-scale consumer PR campaign kicked off in July with an infographic launch that was featured on The Guardian’s technology blog; and will culminate on Cyber Monday in December. On Cyber Monday 2010, 45% of the nation bought Christmas gifts online and 27% of them spent more than £200. The 2011 Give as you Live™ campaign will provide ample opportunities for more people to embrace Give as you Live™ and its ethos.