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 to find causes that 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.
In 2010/11, in the UK, nearly £2.5 million was raised during the year for Macmillan Cancer Support and in addition, over £615,000 was raised for the BBC Children In Need Appeal, which is in its seventh year of support. In addition to raising proceeds, we continued to focus our efforts on raising awareness of those charities we support.