Alesha Dixon is to be the face of the Variety Club Gold Hearts appeal, which is backed by The Co-operative.
The singer and TV personality attended The Variety Club’s 57th Annual Showbiz Awards to launch the 2010 appeal.
Each Gold Heart badge sold will help to raise funds for sick, disabled and disadvantaged children and young people all over the country. The badges will go on sale in more than 4, 000 Co-operative outlets from 28 January 2010.
Alesha Dixon said: “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 people to go out and buy them in January.”
Tim Hurrell, managing director, The Co-operative Food, added: “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 be partnering the Gold Hearts appeal.
“We are hoping to raise as much money as possible for the Variety Club, and we will be promoting the campaign in all our food, bank, travel and pharmacy stores across the country.”
