To paraphrase the old advert, Help for Heroes reaches the parts that other charities don't.
Its founder, Bryn Parry, has said the charity is tapping into a whole new customer base. After tying up a successful media partnership with The Sun, the charity hopes to expand its audience further through a partnership with the British men's magazine GQ, which sells 120,000 copies a month.
For GQ, this partnership is new territory. "We've worked with many charities in the past, but never at such a deep level," says GQ editor Dylan Jones. "Basically, Help for Heroes is now our chosen charity."
The partnership is multi-layered. Help for Heroes products, which range from wristbands to branded dog bowls, will be featured on the GQ website. There will be articles about soldiers the charity has helped in the print magazine from now until the end of the year.
The autumn edition of the Help for Heroes supporter magazine, Heroes, will be designed by GQ and guest-edited by Jones.
And the 2011 GQ Men of the Year awards will raise money for Help for Heroes' own awards ceremony, to be held in September.
Kate Bosomworth, head of communications at the charity, says that GQ's readership is the perfect audience for the charity.
"I'm not sure a lot of people understand that most of the guys who get injured are very young - they are lads who read GQ," she says.
"By getting a better understanding of the challenges that wounded soldiers face, this partnership will not only help with our fundraising, but also with general support for the charity."
