The blood cancer charity Anthony Nolan has formed a one-year editorial partnership with Trinity Mirror, publisher of The Daily Mirror and The People, among others.
Trinity Mirror, which has more than 100 regional and local news titles in addition to its national papers, will tell stories from the charity, including human interest case studies of donors and survivors who are local to individual titles’ areas.
Trinity Mirror will also engage its staff and approximately 17 million readers to get involved in fundraising activities for the charity.
Stories about the charity will appear this week in titles including the Daily Record, the Manchester Evening News and the Liverpool Echo to kick off the partnership.
The charity hopes to get at least six stories into the publisher’s national titles over the coming year and about 200 across all its titles.
The charity estimated that the coverage would be worth approximately £1m if it paid for advertising instead of receiving coverage.
In addition to raising funds, the year-long partnership aims to raise awareness of the charity’s work, which includes running the UK bone marrow register.
The company said it was inspired by the work of Adrian Sudbury, a reporter for The Huddersfield Daily Examiner, who died from leukaemia in 2008.
Before he died, Sudbury spearheaded Anthony Nolan’s Register and be A Lifesaver campaign, which resulted in 4,300 people signing up as potential bone marrow donors.
Richard Davidson, director of communications at Anthony Nolan, said: "Our identity as a charity is rich with poignant and inspiring stories, many of which have been told in Trinity Mirror’s national and regional titles over the past four decades. Working with Trinity Mirror today gives us a unique and powerful opportunity to tell our story to a combined audience of millions."
Trinity Mirror said the extent of the editorial partnership was unprecedented.
"Over the past 10 years, our regional titles have worked in a coordinated way with many leading charity organisations, but this is the first time a partnership of this type has spanned our regional and national titles," said Neil Benson, editorial director of regionals for Trinity Mirror. "We're looking forward to producing a really compelling campaign that only our unique mix of titles and websites can offer."