Focus: Corporate Responsibility - Side by side - Age Concern and HomePride

Age Concern's cause-related marketing tie-up with HomePride, the cleaning products manufacturer, is intended to earn £100,000 for the charity.

Age Concern will receive 5p from each sale of Bugs Away surface cleaner and wipes. Its logo will feature in TV adverts for the product, which start this week.

SHEILA LUTCHANAH, CORPORATE PARTNERSHIPS ACCOUNT DIRECTOR, AGE CONCERN ENGLAND

Why did you choose this partnership? We were introduced to each other through our Tesco partnership.

How do you benefit from it?

As well as the money, we found there is a good synergy between the product and the charity because Bugs Away is a safe way of cleaning your home and health issues are high on the agenda for older people.

Did you have any reservations?

As with all corporate partnerships, it is important to ensure the product you are going into partnership with does what it says it does. Bugs Away kills dangerous MRSA organisms. This is a strong claim, so we checked out that HomePride had all the necessary certificates to prove this before going ahead.

What are your plans for the future?

We see this as a long-term partnership that will go from strength to strength, so watch this space.

MATT STOCKDALE, MANAGING DIRECTOR, HOMEPRIDE

Why did you choose this partnership? There was obviously a commercial consideration - consumers were crying out for a solution to the threat of MRSA, and Age Concern's endorsement helps us market it to a core audience. However, it was the Age Concern CD that convinced us.

How do you benefit from it?

We only launched this product in November, so this will give us an increased profile. By teaming up with Age Concern, we will give new customers greater confidence in our products.

Did you have any reservations?

None at all. Once we approached Age Concern it was apparent that this was going to be a mutually beneficial arrangement. We couldn't wait to get started.

What are your plans for the future?

One day when I'm rich I'd like to dedicate my life to helping others.

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