The campaign encourages the public to donate unwanted clothes, books and music to TK Maxx and Cancer Research shops to raise an estimated £500,000 for the charity.
The campaign is advertised in the October edition of Marie Claire magazine, free newspaper Metro, TK Maxx stores and the .
The ads feature Texan model and actress Jerry Hall. The creative was done in-house by Cancer Research UK with input from the Soho Media Group, whose clients include Gilette and Talk Radio.
Media planning is being handled by Starcom Motive.
Celebrities including singer Charlotte Church, model Nell McAndrew, presenter Denise van Outen and 'Lord of the Rings' star Elijah Wood have already donated some of their designer cast-offs.
The campaign kicks off on September 10 in TK Maxx and will run throughout September in Cancer Research charity shops.
Deborah Dolce, marketing director at TK Maxx, said: "This is a fantastic campaign for a great cause that everyone can contribute to."
Richard Taylor, retail director at Cancer Research UK, said: "Reselling clothes, homewares, books, etc, is one of the main ways Cancer Research UK raises funds.
"This year we aim to increase the amount of stock we receive through our shops and believe that the GiveGet campaign, kindly funded by the famous labels-for-less retailer TK Maxx, will help us to reach our goal."
Cancer Research UK is the largest volunteer-supported cancer research organisation in the world. The charity focuses on ways of curing cancer faster, researching new ways of preventing cancer and developing better treatments and finding effective cures.
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