Showbiz Awards reveals Gold Heart Campaign

Written by James Gadsby-Peet 15th November 2009

Alesha Dixon has been announced as the face of the Variety Club Gold Hearts appeal, in partnership with The Co-operative.

The singer-songwriter, dancer, model, and TV personality was in attendance at The Variety Club's 57th Annual Showbiz Awards to launch the 2010 Gold Hearts appeal.

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 badges will go on sale in more than 4,000 Co-operative stores from 28th January 2010.

This year sees The Variety Club celebrate its 60th year of bringing hope, independence and freedom to children and young people. Celebrating its Diamond Jubilee this year, the charity has raised over £200m since its inception. Among its tireless work, the charity provides Sunshine Coaches, Easy Riders electric wheelchairs, exciting and educational trips, equipment for children's hospitals and life-enhancing equipment.

Owned by its members, The Co-operative has a long and proud history of supporting charities, community groups and other good causes. Every £1 raised in-store for the fund will help The Variety Club to provide vital, life-changing equipment to those children who need it most.

I'm honoured to be fronting the 2010 Gold hearts appeal. The Variety Club is a fantastic charity which every year helps thousands of children and young people every year, who may be sick, have mobility problems, are disabled or come from disadvantaged backgrounds.

Every badge bought from The Co-operative will make a real difference to someone's life. Just three badges will pay for an unforgettable day out for a young person, so I'm encouraging people to go out and buy them in January.

Alesha Dixon

Peter Marks, Group Chief Executive at The Co-operative, added: "The Variety Club is one of the most well-established charities in the UK, and we're delighted to be involved with them. Their commitment to community causes and young people is a great fit with our own brand values, and we're excited to be partnering the Gold Hearts appeal.

"We are hoping to raise as much money as possible for the Variety Club, and we will be promoting the campaign in all our food, bank, travel and pharmacy stores across the country."

Gold Heart badges will go on sale in Co-operative stores from 28th January 2010.

To view and buy previous years Gold Hearts click here