Focus: Corporate Responsibilities - Side by side

Marie Curie Cancer Care and Yellow Pages scooped the award for Most Effective Corporate Relationship at the recent Institute of Fundraising awards for their Words Worth Reading Campaign in 2004.

- Kate Crego, corporate partnerships manager, Marie Curie Cancer Care.

Initially, Yellow Pages was going to sponsor our daffodil boxes and other smaller campaigns. But in 2002, we decided it should put its entire budget into the Great Daffodil Appeal. A local contact from Yellow Pages contacted one of our community fundraisers to sponsor a 'field of hope', an autumn campaign in which we plant fields of daffodils.

We had a really good fit - we're yellow and so is the Yellow Pages. It is now the appeal's main supporter, and its staff also get involved with internal campaigns such as fundraising.

In 2004, we decided to grow the appeal and target schools. We launched with the Words Worth Reading campaign, which was sponsored by Yellow Pages and was the award-winning initiative. We're now launching Mini Pots of Care for next year: pupils will receive a kit to grow a daffodil to bloom next March.

Words Worth Reading was special - it had tremendous success in that with limited investment we completely smashed all our targets. This being our fifth year, it really strengthened the partnership.

- Richard Dugglesby, head of external relations, Yell

We've worked with Marie Curie since 1999 - when we look for partners, we always look for long-term relationships that fit with our brand values.

Marie Curie nurses can be found anywhere in the country and they are there when you need them.

Last year, we worked with the charity on the Words Worth Reading campaign: 250,000 school children got into Guinness World Records by reading Wordsworth's poem Daffodils simultaneously. It was a beautiful concept and the media coverage was stunning.

Being awarded the prize is a great thing because it's lovely for our staff. They got involved during the Great Daffodil Appeal, collecting money, having cake days and taking part in raffles.

The reason we are so heavily involved, and what has touched us most, is the idea that most terminally ill people would like to die at home.

The only way many can do this is with the help of Marie Curie nurses - who, since the daffodil campaign began, have given 750,000 hours to cancer patients. That has come from the £11.5m that the campaign has raised since it began.

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