The link with the original showbiz charity, which this year celebrates its 60th anniversary, will encompass two high-profile initiatives: Gold Heart Badges and a brand new concept, Sunshine Day.
It brings together The Co-operative, which is committed to investing in communities across the UK, and the Variety Club, which makes a difference to the lives of sick, disabled and disadvantaged children and young people all over the country.
Comedian Michael McIntyre said: “The Variety Club is a fantastic cause, to which I’m proud to lend my support. This partnership with the Co-operative is just one way of giving back to the UK community, and I hope that it will allow many more worthy causes to receive the support they so thoroughly deserve.”
The Gold Hearts campaign will see The Co-operative promote the badges in its 4,900 stores across the country in early 2010, with Sunshine Day activity planned for later that year.
Peter Marks, group chief executive of The Co-operative, said: “The Variety Club is one of the most well-established charities in the UK, and we’re delighted to be involved with them. Their commitment to community causes and young people is a great fit with our own brand values, and we’re excited to begin the partnership.
“As a business, we’re committed to leading the way in community investment, and we will be fully integrating the partnership within our family of businesses and membership channels.”
Source: The Co-operative Group
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