Hallmark expands its Cards for a Cure campaign
Howard Lake | 19 January 2009 | News
Greeting card publisher Hallmark Cards has increased its marketing and PR expenditure for its third annual ‘Cards for a Cure’ Mother’s Day campaign for two breast cancer charities.
By the end of the 2009 campaign, Hallmark expects to have donated a total of £750,000 since the campaign first launched in 2007.
A three-week national TV advertising will run in advance of Mother’s Day, supported by in-store point-of-sale promotions an extensive public relations programme.
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Following the success of last year’s Mother’s Day Diamond card, the 2009 campaign will feature a new partnership with diamond specialist Seventy Seven Diamonds and will be further enhanced by a series of competitions and promotions throughout women’s mainstream consumer and national press.
Lisa Palillo, Marketing and CSR Communications Controller at Hallmark Cards, said the company “has a close affinity with women particularly at this time of year and our Cards for a Cure™ campaign has really helped increase that bond”. She added: “CSR has become a major strand within our organisation and our close work with Breast Cancer Campaign has become an important element of our CSR policy”.
This year Hallmark’s £250,000 contribution will be split between Breast Cancer Campaign (£225,000) and Action Breast Cancer, a programme of the Irish Cancer Society (25,000). The contribution is made irrespective of how many cards are bought.
www.hallmark.co.uk/info/corporate_responsibility/corporate_responsibility.php?page=community
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.