Home-Start teams up with Procter and Gamble
Bold 2in1 and Home-Start's Loving Squeeze initiative
A fundraising and profile-raising partnership with Procter and Gamble went live in August 2009 when Bold 2in1 gel launched its Loving Squeeze campaign in aid of Home-Start, and toured the country with its campaign road show
National PR campaign
A host of celebrities including Nell McAndrew, Sharron Davies and Hannah Waterman took part. Photos were taken of them giving their children a loving squeeze. These were sent to the national press and to magazines to raise awareness of Bold and Home-Start's link up. Readers were encouraged to have their own Loving Squeeze photo taken in the special Bold/Home-Start photo booth that toured the country.
Money raised from the photo booth was donated to Home-Start UK by Procter and Gamble. Staff from the local Home-Start attended each Tesco, collecting money for their local Home-Start and talking to visitors about what Home-Start does in their area: recruiting volunteers and trustees and generally spreading the word about our family support work.
Regional PR campaign
Home-Start case studies were collected for all 24 participating local Home-Starts which were used to raise Home-Start's local and regional profile and encourage people to go to the photo booth to have their own loving squeeze picture taken.
New experience for Home-Start:
Sue Peake-Redhead, corporate fundraiser, said, "This is the first time Home-Start has linked up with a major consumer brand like Bold, and it has been a very exciting experience. It was fantastic to see the Home-Start name in so many public places and popular magazines, and will hopefully make a huge contribution to raising our profile. It’s also really great to be able to work together with so many local Home-Starts across the UK to raise both funds and awareness within their own communities.”
Find out how other companies help Home-Start
