To focus solely on nursing and care services and to give the charity a major point of difference against Cancer Research, it has signed a two-year licensing deal to give away 125,000 Care Bears-branded badges.
Marie Curie has traditionally focused on cancer research, as well as nursing and care services, in its marketing. But in recent years, Cancer Research UK has dominated the research sector, forcing charities such as Marie Curie to differen-tiate their positioning to attract donations.
Produced under licence by the Big Badge Company, the characters Bedtime Bear, Friend Bear, Cheer Bear and Funshine Bear have been selected to promote the charity's nursing work and appeal to a younger audience.
The badges will be made available exclusively through 2500 branches of Barclays and Woolwich. The deal to use the Care Bears was struck by licensing agency Copyright Promotions.
Marie Curie is not planning to phase out its daffodil logo, but may run further initiatives using the Care Bear licence in the next two years.
In February Marie Curie launched a multimedia campaign through Maher Bird Associates to promote its biggest fundraising event of the year, Daffodil Day.
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