2004 Big Tick winner

Big Tick winner in 2004

2005 Big Tick winner

Re-accredited in 2005

2006 Big Tick winner

Re-accredited in 2006

Big tick winner

Musgrave SuperValu-Centra (NI) Ltd – Centra School Action Partnership with Action Cancer in Northern Ireland

Co-Operative Financial Services Cause Related Marketing Award 2004

A unique Cause Related Marketing partnership between Centra, part of the independent retail group Musgrave SuperValu-Centra (NI) Ltd, and the charity Action Cancer. The retail group supports Action Cancer’s health promotion programme for schools in Northern Ireland to promote the importance of healthy lifestyles and early detection to help reduce the risk of cancer in later life.

Processes

Located in towns and villages across Northern Ireland, Centra developed its partnership with Action Cancer to demonstrate its commitment to the local communities within which its stores operate. It also aimed to strengthen its relationship with schools, teachers, parents and regional media. For Action Cancer, the partnership aimed to secure funding, raise awareness and increase uptake of School Action across Northern Ireland.

School Action is a curriculum-based project that involves a range of health promotion shows for secondary schools and further education colleges, including one off sessions for both boys and girls from 11-18 years old. Four weekly sessions are also available for the same age group, covering a range of health issues relating to cancer prevention. The Wally and Wise puppet show brings healthy lifestyle messages to primary schools in a fun and interactive format.

Delivered by specially trained Action Cancer health promoters, the shows teach school children about the value and importance of healthy lifestyles, cancer prevention and early detection, in an effort to reduce cancer risk in later life.

Centra underwrites the full cost of the programme and promotes the partnership in-store. Stores also fundraise and promote the programme to local schools, visit them with fresh fruit and encourage teachers to participate.

In 2005 to support the programme, a ‘5 A Day’ healthy eating message from Action Cancer was also communicated in 11 Centra customer brochures, reaching 410,000 homes province wide and supporting point of sale materials in – store in the form of posters and mobiles.

Impact

  • Differentiated Centra from its competitors
  • Enhanced Centra’s image and reputation as a caring, leading retailer amongst the public and the media
  • Increased customer goodwill towards the brand
  • Increased team building opportunities for staff through fundraising activities
  • £98,000 worth of media coverage in 2005 and £273,000 since February 2003
  • In 2005 Centra donated £17,400 in sponsorship, whilst fundraising activities raised a further £58,000
  • Over 13,000 children, in almost 250 schools have benefited from School Action in 2004 (39,000 since 2003)
  • Increased Action Cancer’s profile amongst donors and key service audiences
  • Raised awareness of cancer prevention amongst young people
  • Through store fundraising, Action Cancer has secured long-term funding for the School Action programme
  • Helped Action Cancer establish new corporate relationships (approximate value £100,000 per annum)

See also