Award-winning marketing and communications specialists Carswell Gould facilitated the launch of the 2026 ‘Wear A Hat Day’ campaign during a star-studded event to raise awareness of the Brain Tumour Research charity’s national fundraising day.
The exclusive launch event took place at iconic London hatmakers Lock & Co. on 23 February with the shop being temporarily re-named ‘Lock & Boe’ in honour of internationally acclaimed tenor and Patron of Brain Tumour Research, Alfie Boe who was front and centre on the day.
Alfie was joined by other celebrity supporters – including Debbie McGee and Vicki Michelle, influencers and media, to shine a spotlight on the vital work the charity does and to encourage the public to wear a hat on Friday 27 March to help raise much-needed awareness and funds.
Carswell Gould is supporting Brain Tumour Research in both a pro bono and paid for capacity to help the charity generate great impact through creative video content and increase fundraising streams from advertising, automated email flows and social media content.
The launch event was filmed on the day by Carswell Gould’s in-house team, to support ongoing campaign promotion across digital and social channels, showcasing the agency’s expertise in creative content creation.
Ed Gould, Creative Director at Carswell Gould, said:
“Wear A Hat Day is a simple idea with enormous impact – and launching the 2026 campaign with such strong support from Alfie Boe and all the other guests has been incredibly powerful.
“It’s great to be working on something with such meaning and impact. The interviews and conversations I had on the day really hit home how important it is for us all to support and do what we can. So, my message to everyone is to head over to the website and download the fundraising pack, get involved and help this vital charity.”
Lock & Co – the world’s oldest hat shop – provided a fitting backdrop for the launch, reinforcing the call to action at the heart of ‘Wear A Hat Day’, which is: wear a hat, start a conversation and help fund life-saving research.
The launch marks the start of the build-up to ‘Wear A Hat Day’ on 27 March, when individuals, schools and workplaces across the UK are encouraged to take part and raise money for Brain Tumour Research, the only national charity solely focused on funding research into brain tumours.
The event highlights Carswell Gould’s credentials as a creative agency with extensive experience delivering standout content and campaigns that combine purpose-led storytelling and high-profile partnerships.
For more information about ‘Wear A Hat Day’ and how to get involved, visit: https://braintumourresearch.org/pages/wear-a-hat-day
