Tesco pledges increased Race for Life support
2011 will mark a decade of Tesco’s support for Race for Life. To date, Tesco staff have raised a staggering £7.1 million to help fund the charity’s fight against cancer. Tesco promotional activity will celebrate the 10 year partnership and help drive entries for the charity’s events, with a customer and staff recruitment campaign. Tesco hopes that, of the one million women, over 20,000 will be Tesco staff.
In recognition of the increased commitment from Tesco, in 2011 Race for Life will be re-named Tesco and Cancer Research UK’s Race for Life and a new co-branded logo has been developed.
Other planned PR and marketing activity includes a Tesco-funded national advertising campaign, promotion through Tesco Clubcard, Tesco.com, ATMs and Tesco Magazine, in-store point-of-sale and live sign up. Cancer Research UK and Tesco’s marketing and PR teams will be working in close collaboration throughout the campaign to maximise joint opportunities.
Josh Hardie, Head of CSR at Tesco, said: “Race for Life is hugely popular among both our customers and staff as it appeals to all women, whatever their age and however fit they are. We’re thrilled to be celebrating our tenth anniversary of supporting Race for Life in 2011. An incredible 170,680 Tesco employees have already taken part in Race for Life, raising £7.1 million for research into all types of cancer.
“As a proud partner of Race for Life we are honoured to pledge an increased commitment to the event series for 2011. We will reach more women than ever before – not just thousands of Tesco employees but our customers too. We’re looking forward to working closely with Cancer Research UK to realise the ambitious £80 million target for the charity’s life-saving work.”
Natasha Dickinson, Head of Race for Life, said: “We’re absolutely delighted that Tesco is working so closely with us and is committed to help Race for Life reach its ambitious recruitment target of one million women. There are not many partners that have the scale to do this, and we’re thrilled Tesco has signed up to the joint challenge.
“For the past nine years, Tesco has embraced Race for Life and in doing so has played a key role in making the event series the enormous success it is today. Every two minutes someone is diagnosed with cancer, and that’s why this year we need more women than ever before to join the girls at events across the UK. By working in partnership, we can achieve the greatest impact in the fight against cancer.”
Race for Life is the UK’s largest women-only fundraising event series which, since it began in 1994, has raised a staggering £362 million towards Cancer Research UK’s work into all types of cancer. The charity hopes that with the help of Tesco, Race for Life 2011 will be the biggest year yet and that one million women will walk, jog or run 5k to help raise around £80 million at over 300 events across the UK from May until July 2011.
To sign up to Race for Life 2011 and for more information visit www.raceforlife.org/tesco or call the hotline on 0871 641 1111.
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