Co-operative stores across the UK are backing the 2010 Variety Club Gold Hearts Appeal, which has been officially launched by singer and TV personality Alesha Dixon.
Alesha Dixon, who is the face of the 2010 Gold Hearts Appeal, has designed a limited-edition Gold Heart badge to raise money for The Variety Club Children’s Charity.
To publicise the Appeal, 150ft images of the star were projected on to the side of London’s Battersea Power Station.
The badges will go sale in more than 4,000 Co-operative Food stores and Co-operative Bank, Travel and Pharmacy branches across the UK from Thursday 28 January.
The Variety Club Gold Hearts are the original charity badge. Established in 1991, the badges have featured a different design every year and are a popular collectors’ item. This year’s design features the classic gold finish and Alesha’s signature.
Each Gold Heart badge sold will help to raise much-needed funds for sick, disabled and disadvantaged children and young people all over the country.
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. Every badge bought from
“The Co-operative will make a real difference to someone’s life. Just three badges will pay for an unforgettable day out for a young person, so I’m encouraging everyone to go out and buy them.”
Patrick Allen, director of marketing, The Co-operative Group, said: “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.”
Paul Lawrence, chief barker of The Variety Club, added: “Together we will make a huge difference to so many children, young people and their families. The Gold Hearts Appeal will have a major impact on communities UK-wide.
“All the money raised will help to provide essential services and support. Whether it is funding a new wheelchair or a bathroom hoist, a youth programme or a Sunshine coach, we believe all children and young people should be helped on their road to independence.”
Source: The Co-operative Group
