# Hallmark expands its Cards for a Cure campaign

- Link: https://fundraising.co.uk/2009/01/19/hallmark-expands-its-cards-cure-campaign/
- Published: 2009-01-19T10:45:21+00:00
- Author: Howard Lake

**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](https://fundraising.co.uk/jewelled-mother039s-day-card-raise-funds-breast-cancer-charities),
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](http://www.breastcancercampaign.org)(
£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

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