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B&W creates 'Choose Charity Shops' branding for national campaign


By The Drum Team | Editorial

April 11, 2012 | 2 min read

B&W Studio has created branding and marketing materials for a new national campaign that is due to appear in some 7000 UK charity shops including Marie Curie Cancer Care,The British Red Cross and The British Heart Foundation.

Created for the Charity Retail Association, the “Choose Charity Shops” brand encourages people to donate directly to charity stores and will appear on window posters, in-store point of sale and direct mail.

Wendy Mitchell, head of policy and public affairs for the association, said that charity shops were now facing competition for commercial collectors.

“By encouraging people to donate direct we can help charities raise more funds and support the important role they play in the community," she added.

The campaign has built around the message 'Donate Direct' and will role out nationally in May. A direct mail piece will be sent to MPs featuring a charity collection bag emblazoned with the message: "Help us get more out of this bag."

“We thought the best way to encourage donations was to create a consistent, memorable brand,” said Lee Bradley, creative director at Leeds-based B&W. “So we produced a flexible device that charities could adapt using their own brand colours and show that they’re right behind the campaign.”


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