Clothing and home retailer TK Maxx has enlisted actress Naomi Harris for a new campaign that celebrates the 20th anniversary of its charitable partnership with Cancer Research UK.
Shining a spotlight on the £50 million raise for the charity by the retailer since 2005, the creative will see Naomi Harris bedecked in a specially-made 50-layer dress.
For the duration of the partnership, TK Maxx stores have been running the ‘Give Up Clothes for Good‘ clothing collection programme encouraging its shoppers to clear out and donate quality and preloved clothing from their wardrobes.
“We are honoured to have partnered with Cancer Research UK for 20 years and we are especially grateful for the generosity of our customers and associates,” said Deborah Dolce, group director at TK Maxx.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“And we are delighted to be able to celebrate these achievements that have enabled our partnership to support world-leading research and clinical trials, enhancing outcomes for children and young people with cancer. It’s been a dream to collaborate with these three creative forces to bring to life the impact of £50 million raised for this critical work.”
Over the decades thousands of the retailer’s customers have brought in donations to the collection points in stores across the UK – close to two million bags’ worth according to TK Maxx – generating stock and revenue for Cancer Research.
Dr Laura Danielson, children’s and young people’s research lead at Cancer Research UK added: “By supporting our work for 20 years, TK Maxx have helped us ensure we can commit to the long-term funding that’s essential to see progress for children and young people affected by cancer. The impact of this work has been incredible and reaches across the world.
“The 50-Layer Dress celebrates these collective achievements, and we’re delighted to be taking a moment to give particular thanks to TK Maxx customers. Every donation raises money that goes towards vital research, bringing hope of a future where all children and young people can live longer, better lives, free from the fear of cancer.”
