Alesha Dixon launches Co-op Gold Hearts Appeal

The Co-operative Group has signed up TV and pop star Alesha Dixon to launch its 2010 Gold Hearts Appeal.

As part of the appeal, Dixon has designed a limited edition Gold Heart badge featuring her signature to raise money for The Variety Club Children’s Charity.

To publicise the Appeal, 150ft images of Dixon were projected on to the side of London’s Battersea Power Station.

The badges will be on sale in more than 4,000 Co-op Food stores and Co-op Bank, Travel and Pharmacy branches across the UK.

The Variety Club Gold Hearts badges have featured a different design every year and are a popular collectors’ item.

Each Gold Heart badge sold will help to raise funds for sick, disabled and disadvantaged children and young people all over the country.  

Patrick Allen, director of marketing, The Co-operative Group, says: “The Co-operative is proud to support The Variety Club Children’s Charity. They help young people across the UK to lead a better life, which is a great fit with our own brand values. Alesha’s involvement in the campaign will raise awareness of the great work that The Variety Club does, and we will be doing all we can to support the appeal.”

Alesha Dixon said: “I’m honoured to be fronting the 2010 Gold Hearts Appeal. The Variety Club is a fantastic charity which every year helps thousands of children and young people.”


Booze culture: A social concern

Advertising is not to blame for binge drinking culture

Marketing Week

I have much sympathy for the House of Commons Health Committee’s concerns about “the consequences of binge drinking”, but the problems of cider swilling, teenage ne’er-do-wells congregating on street corners is a much deeper societal issue than can be solved by a bit of tinkering with advertising regulation.