New phase in Nescafe’s support for Shelter
Howard Lake | 9 January 2003 | News
Nescafé has launched a major new phase in its strategic partnership with national campaigning charity Shelter.
Brand-owner Nestlé is donating £900,000 of financial and communications resources to help expand the understanding of housing issues and homelessness among young people and to raise awareness of Shelter’s services.
The partnership is launching a communications campaign from early January 2003 on outdoor media, including buses, 4-sheets, 6-sheets, postcards which will be distributed in universities, and online banners. The campaign focuses on three key housing issues that can affect young people – bad housing, landlord problems and coming to terms with leaving home.
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The ads were created by McCann Erickson and media was planned and bought by Universal McCann.
Brand-owner Nestlé, the world’s largest food company, is providing the charity with £900,000 of financial and communications resources. Of this, £550,000 will fund a high-profile marketing communications campaign and the remaining £350,000 will go directly to support Shelter’s services for young people, such as Shelterline (a free 24 hour helpline), Shelternet (online advice with youth-orientated pages) and the housing aid centres.
Jane Aldridge, Nescafé Brand Manager said: “By providing resources – financial as well as communications know-how – Nescafé can aid Shelter achieve its goal of helping more young people with housing needs and ensure they know who to turn to when they face housing difficulties and need assistance.”
Ben Jackson, Shelter’s Director of External Affairs said: “We see this partnership as one of our most far-reaching and a key component of our strategy to challenge the myths around housing and tackle housing issues, especially among young people.”
This joint initiative was developed as a result of a partnership spanning four years. To mark the 60th anniversary of Nescafé in 1999, the brand conducted research into the causes close to its customers. The problems of poverty and homelessness featured most prominently and it was on this basis that the relationship began.
Nescafé approached Shelter to participate in a programme called Nescafé Getting Together To Help. When this ended in 2001, they decided to continue working together on a more strategic basis.
- Nescafe launches multi-charity website (30 October 2000)
- Morrisons launches its largest charity product promotion (2 May 2018)
- Nominations open for Nestle prize Creating Shared Value (24 November 2014)
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.