How was the consortium created?
Tesco, the British Heart Foundation and Diabetes UK joined forces to create a three-year national charity partnership with a single focus: the prevention of type 2 diabetes and heart disease. The consortium aimed to raise millions for Diabetes UK and the BHF, deliver programmes that would help millions of people take small steps to better health and share knowledge and expertise in order to add value to each other’s work. The partnership ran from January 2015 to January 2018.
What did it do?
A centrally appointed team worked across all three partners, creating a UK-wide social marketing campaign. It developed innovative digital products and commissioned local organisations to deliver intensive programmes in communities and Tesco stores across the UK. Tesco provided free advertorial space in Tesco magazine and a 20 per cent top-up on all colleague-raised income, as well as sponsoring wider events and activities run by Diabetes UK and the BHF.
What has it achieved?
Tesco colleagues and customers raised £25.2m in three years and engaged 1.2 million people with prevention activities. The money raised funded nine medical research projects and a project for young people newly diagnosed with Type 1 diabetes.
Prevention programmes included Make, Move and Munch Clubs, which helped families living in areas of deprivation to manage their food budgets better, and Beat the Street, which encouraged whole communities to get active.
The success of the consortium has led to a new five-year partnership between Tesco, Diabetes UK, the BHF and Cancer Research UK.
Vodafone UK and the Vodafone Foundation with Parent Zone