War Child, the charity that has strong links with musicians, has hired Cake to help plan its strategy - from social media to content creation - for its 20th anniversary year in 2013.  

Cake will work on a pro bono basis helping the charity, which released the album Help in 1995 featuring Oasis and Radiohead, to gain maximum exposure for its work.

Cake CEO Mike Mathieson said, “War Child has big ambitions for the coming year, and we can’t wait to put our social, experiential and PR skills into action to help such a great cause."

War Child’s director of fundraising Ben Knowles added that Cake’s roots are firmly within the music industry “and they understand exactly how to maximise high-profile partnerships such as ours.”