Rufus Leonard helps promote child safety with launch of 'Milly's Mini'

31 January 2005

Leading brand development agency Rufus Leonard has joined forces with O2 Airwave, Siemens and Motorola to provide Milly’s Fund, the charity set up in memory of Milly Dowler, with a fully branded Mini.  The car will be used to tour schools and colleges promoting personal safety awareness amongst children and young adults.  The team at Rufus Leonard has been responsible for the overall design of the artwork displayed on the Mini.

The mini has been donated to the charity by O2 Airwave; the secure digital radio network dedicated for the exclusive use of the UK’s emergency and public safety services.  A team at the company raised the money for the car through a fund raising challenge consisting of climbing England’s highest mountain and rowing England’s longest lake in less than 12 hours. 

The team at Rufus Leonard also had its own special part to play.  Having worked closely with O2 Airwave for over a year they were delighted to be approached to handle the artwork design of the car. 

As Julian Pate, Senior Project Manager, explains:
“We have a long standing relationship with O2 Airwave so were delighted when they approached us with the challenge of designing artwork for the Milly's Fund Mini. Being in a position to contribute meant a lot to Rufus Leonard and we're pleased about awareness of the fund and child safety being raised throughout the country's colleges and schools.”

The artwork on the Mini includes O2’s bubbles and Milly’s Fund pink hearts as well as each of the corporate sponsors’ logos.

Speaking of the contribution made by Rufus Leonard, Toby Skelton at O2 Airwave, said:
“We felt sure that the team at Rufus Leonard would happily help us in the delivery of a fully branded Mini for Milly’s Fund – they did not disappoint.  Once again, they have understood our needs and responded with a design that has impact and flair.  I feel sure that their design will now be seen by a great many school and college students around the country.”