Co-operative launches Gold Hearts Appeal

28 January 2010

Co-operative2010 Variety Club Gold Hearts Appeal

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.

The badges will go sale in more than 4,000 Co-operative Food storesCo-operative BankTravel and Pharmacy branches across the UK from today (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. 

The Variety Club, which celebrates its Diamond Jubilee this year, has brought hope, independence and freedom to many children and young people, and has raised over £200m since its inception.  Among its tireless work, the charity provides Sunshine Coaches, electric wheelchairs, fun and educational day trips, equipment for children's hospitals and life-enhancing equipment. 

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.”

Pop star Alesha Dixon made it big - on the side of London's Battersea Power Station.
Massive 150ft images of the Strictly Come Dancing judge were projected on to the famous towers to launch this year's Variety Club Gold Heart appeal.
Dixon, 31, was inspired to get involved with the charity after they helped out with her younger brother, Callum, 14, who has cerebral palsy.