Firefly helps to establish new bowel cancer charity, Red Trouser Day, driving presence across search and media


Each year, Firefly chooses a pro bono cause to support and promote, using its teams to help boost awareness of a worthy organisation. Former bowel cancer sufferer Paul Finch launched Red Trouser Day in 2016 but was in the process of formalising its status as a registered charity, and simultaneously wanted to push the cause and create national awareness. He enlisted Firefly’s help.


Firefly planned out a series of three workshops, helping Paul to establish the vision, mission and key messaging for the brand. These workshops would also help to establish Paul’s personal media strategy and how he would be profiled across traditional and social media channels, as well as how the brand would differentiate itself from other – more established – bowel cancer charities such as Bowel Cancer UK.

Firefly ran the workshops over a month, giving participants time to digest and process the information. The team worked with Paul to understand his personal journey and reasons for setting up Red Trouser Day, his vision for the future of the organisation, how he intended to run ‘Red Trouser Day’ itself each October and the values of the organisation. 

The output from these sessions were written messaging, vision and mission documents that summarised the discussions in the workshops. Paul decided to focus on building a close community of supporters, giving the day a more supportive and family-oriented feel, using this as a USP for the brand. 


The workshops set the foundation for how Paul and his communications team ran and talked about Red Trouser Day for the following year. The Firefly team used the output of the sessions to run a media relations and SEO campaign, helping the charity stand out from the crowd.  The campaign gained 102m impressions nationally and internationally and in search, 19/20 results on the first two pages of a Google web search for ‘Red Trouser Day’ related to the cause. 

Paul and his team appeared in Daily Express, The Sun and the Daily Mirror, as well as business titles HR Director and Real Business, helping to secure corporate ambassadors for the day. To date, Red Trouser Day has raised over £246,000, the majority of which is donated to the Royal Marsden Hospital. 

Is it time to shape your reputation?

We operate in London, Paris and Munich, and have a network of like-minded partners across the globe.

Get in touch

Sign up to Spark, our newsletter

Receive thought pieces from our leadership team, views on the news, tool of the month and light relief for comms folk

You can unsubscribe at any time, please read our privacy policy for more information