What was the project?
In 2014, Tesco created its first-ever three-year charity partnership to address a single, critical issue: the prevention of type 2 diabetes and heart disease. The partnership with the British Heart Foundation and Diabetes UK drew on the charities' health expertise and Tesco's reach into local communities to raise funds and help young families take small steps to better health. The Great Tesco Walk was a mass-participation fundraising event exclusively for Tesco colleagues. It formed an important part of the national charity partnership's final year of activity.
What did the company do?
More than 4,000 Tesco colleagues walked in relay from Land's End to John O'Groats over 31 days between 5 September and 5 October 2017. The route was unique to Tesco and designed to take in as many stores, head office locations and distribution centres as possible – it passed 150 stores along the way. Separate walks were also held for colleagues in Wales and Northern Ireland.
A walking-themed fundraiser, Miles in the Aisles, took place across all Tesco stores, and Tesco’s Round-up at Tills campaign aimed to maximise income by asking customers to round their bills up to their nearest 10p.
Why did Tesco win?
The event raised more than £1m, with the till round-up contributing £595,000. Registration fees brought in £17,124. A survey found that 97 per cent of participants enjoyed the event and 94 per cent said it made them feel proud to be part of Tesco.
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