Alesha Dixon launches gold hearts appeal

November 17, 2009

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

The singer and TV personality was in attendance at The Variety Club’s 57th Annual Showbiz Awards* to launch the 2010 Gold Hearts appeal, where she is pictured with Patrick Allen, Director of Marketing, The Co-operative Group.

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 28 January 2010.

Every badge bought from The Co-operative will make a real difference to someone’s life


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.

Alesha Dixon said: “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, who may be sick, have mobility problems, are disabled or come from disadvantaged backgrounds.

Pictured above: Patrick Allen of The Co-operative Group with Alesha Dixon

“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.”

Patrick Allen 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.”