FUNDRAISING NEWS: Heart Foundation sees red for theme in fundraising week

The British Heart Foundation plans to use its annual fundraising and awareness week to launch a mass participation "Wear Red" campaign.

British Heart Week traditionally involves direct mail and direct response TV adverts along with corporate and trust fundraising. This year the charity wanted to make more use of the event.

Aneesha Moreira, director of fundraising, said: "We have all these fairly serious types of fundraising going on, but this year we also wanted the general public to have a bit of fun and take part in something for the British Heart Foundation."

The foundation is targeting potential participants through groups such as schools, pubs or membership organisations. During British Heart Week, which starts on 7 June, people will be asked to wear an item of red clothing and donate £1 to the charity.

In addition to fundraising, the charity aims to increase public awareness, which is why it chose to emphasise the colour red - the charity's signature colour.

"I want to use Heart Week to really build recognition of the foundation and get people more involved," said Moreira.

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