Focus: Corporate Responsibility - Side by side

The Salvation Army is running its seventh successive Pass the Parcel gift appeal, this year teaming up with Superdrug. Shoppers are being asked to drop off new, unwrapped gifts at their local store.

MAJOR BILL COCHRANE, secretary for communications, the Salvation Army

Every November, the Salvation Army distributes thousands of gifts to people in need. We have been reliant on individual donations from the public or company gifts to help us do this.

This is the third year that we have worked with Superdrug, and the first year that we have included gifts for homeless people and the elderly, as well as children and teenagers.

We were working with the TV show This Morning when we first approached Superdrug. We were looking for a family store, one that would be willing to get behind the appeal and help children, homeless people and elderly people in their own communities. The best thing about Pass the Parcel is that the gifts are given out in the areas where they are donated.

We thought we'd fit well with Superdrug because we have roughly the same number of local centres as it has stores, so in most instances we could assign one store to each centre. Also, the fact it stocks a wide range of items means it is easy for someone to buy something in store to donate.

GRANT SPICER, promotions manager, Superdrug Superdrug has been on board the Pass the Parcel campaign since 2003, in collaboration with This Morning. Every year, we open up our stores to encourage both staff and volunteers to donate a gift that they can bring in and drop into a collection bin. Or they can buy an extra gift when they're doing their shopping.

The scheme runs at a local level across our 700 stores. Each store gets really involved and prides itself on the number of gifts it takes. They make it a personal goal to improve on the previous year, and lots of staff donate gifts themselves.

It appeals to us because this is a national campaign having an impact on a local level, and it gives our stores the opportunity to help their local neighbourhood. As a retailer, we like our stores to play an integral role in the community.

The campaign has proved very popular with our customers over the past two years. Our store staff are fully committed to making the campaign a success, and the support provided by the Salvation Army and the team at Granada Television is an invaluable part of this.

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