Cause-related marketing

At Alliance Boots, we recognise our responsibilities as a corporate citizen to deliver what we promise and to maintain the trust of our customers and stakeholders. For us, the key to successful cause-related marketing is in finding common ground with causes that genuinely make a difference in improving people’s quality of life and that are strategically relevant to us. Our chosen partners benefit from our financial resources, the willingness and enthusiasm of our people and our ability to reach supporters through our customer base. At the same time, we gain the opportunity to demonstrate our commitment to the communities we serve and to reinforce popular trust in our brands.

“BBC Children in Need”

Over the last year, Alliance Boots employees raised over £2.4 million for our UK national charity partners. During November 2007, employees from across our Health & Beauty business in the UK helped to raise a record total of £1.2 million for the “BBC Children in Need Appeal”.

Our Bluewater store in Kent was a key performer, raising £3,400 via a "music through the ages" fancy dress event. Teams at the business’s Feltham and Nottingham Support Offices also showed energy and imagination, raising well over £50,000 through a variety of activities.

In addition we donated £1 for every toy sold in Boots stores in the UK between 24 October and 20 November 2007, as well as 20% of the price of all “Pudsey Bear” products sold.

“Making a difference in improving people’s quality of life”