Cancer Research/TK Maxx seek donations

Discount fashion retailer TK Maxx and cancer charity Cancer Research UK have created a campaign called GiveGet, to encourage people to donate unwanted clothes to the charity.

More than 2 million households are being sent GiveGet bags, with people encouraged to take their unwanted clothes to TK Maxx’s 150 stores or Cancer Research UK stores in September.

The initiative is supported by an ad campaign created by Soho Media Group, featuring celebrities such as Jerry Hall, Elijah Wood and Kate Winslet photographed by fashion photographer Jason Bell.

A GiveGet coffee table book of photographs, again taken by Bell, of 30 celebrities donating their clothes will also be sold in TK Maxx stores and a single entitled You Give, You Get will be released by Discal in September to support the campaign. A VIP trip to New York is also being offered as a prize.

Print advertising will break this weekend in the national press, including The Sunday Times, Metro and OK!, together with a broadcast ad appearing on a screen in London’s Leicester Square and a viral e-mail campaign. Advertising is funded by TK Maxx and media is bought by its agency Starcom Motive.

The campaign, which Cancer Research UK hopes will introduce a new group of donors and raise £500,000 for the charity, is overseen by Cancer Research UK retail director Richard Taylor and TK Maxx marketing director Deborah Dolce.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here