A charity founded in 2006 by Prince Harry and Prince Seeiso of Lesotho, Sentebale works with vulnerable children and their communities to provide psycho-social support to children and adolescents affected by HIV in sub-Saharan Africa.

In June 2016, Prince Harry called in support from celebrity friends Coldplay, Laura Mvula, Joss Stone and George the Poet to host a fundraising concert in his backyard (Kensington Palace). With members of the Royal Family, A-List celebrities – including the biggest band in the world – and an important cause to promote, the stakes could not be higher. Sentebale and Kensington Palace turned to the only agency they trusted to “get it right”, Newsfeed PR.