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The Variety Club of Great Britain is a charity that raises funds to assist children who are in need by providing everything from one off pieces of equipment such as wheelchairs to taking groups of underpriviledged or handicapped children on day trips and outings.  You may have seen their Sunshine buses on the road? 

Fusion MCR was commissioned for a year to develop The Gold Heart Appeal which had traditionally involved the sale of gold hearts (pin badges) at till points. The Variety Club was one of the first charities to use this method of fundraising but in an increasingly competitive environment, it was important to not only find retail partners to take the Gold Hearts into their store / environment but to also extend the activity into new areas. 

This work involved development of the design for the heart and campaign (Spiderman).  The intense programme of activity included extensive telemarketing to retailers, liaison with manufacturers and designers of products that featured hearts for the 'Inspired by the Heart' range (which was a new initiatve that I developed), celebrities and their agents to assist with support of the campaign (and increase the impact of the PR campaign)m high profile events and shoots with celebrities and activities for the children. Due to the nature and size of this project, I sought the assistance of others to ensure that deadlines and objectives were met.


       Gold Hearts (Spiderman themed)

  • Research
  • Telemarketing
  • Redesign of the Appeal logo
  • Development of presentations for retailers and potential partners
  • In-pack and box copy incorporating 'phone in competition
  • Box design
  • Meetings with retailers and partners
  • Multi-level PR campaign
  • Media liaison and releases
  • Cinema event with Natasha Kaplinski, CbeeBies and 100 disadvantaged children
  • Gold Heart webpage direction
  • Competitions
  • Dealings with over 50 celebrities and their agents - eg Hugh Laurie, Emma Forbes, Fiona Phillips, Natasha Kaplinski Jonathan Ross, Claire Sweeney, Robert Powell etc.
  • Event Management
  • Sponsorship
  • Schools campaign to encourage schools to sell Gold Hearts
  • Internal communications
  • E-messaging
  • Radio campaign

       Inspired the Heart Range

  • Logo and concept for the merchandise range
  • On-line brochure
  • Sourcing, product selection, pricing, distribution, storage of heart inspired products
  • Order process system
  • Identification of and negotiation with suppliers
  • Photogrpahy, styling and produciton of the catalogue
  • Management of the on-ine shop
  • PR - including sposnorship of EMAPs PremierKids Exhibition and heart inspired fashion show with Emma Forbes
  • In-store point of sale
  • Extension of scheme - retailers contributed £1 for IBTH items sold in their store or from their website