±±¾©Èü³µpk10

Hug aims to raise awareness and funds to help end loneliness among older people and is bolstered by a celebrity-focused .

Users can vote for the most huggable celebrities, send e-cards and submit pictures of famous people to the gallery. The campaign aims to raise funds through a quiz held by community groups and workplaces. Users can register online to take part; they can donate funds online and buy promotional Hug wristbands and badges.

The charity is using the site for data capture and will be sending out emails to registered users, and is launching a viral game to drive traffic to the site but at present does not have any other online marketing plans.

Alison McCormack, head of new media, said: "This site is aimed at a very cross-generational audience and is a different style to the Help the Aged site. We've built a lot of interactive and fun elements into the site and are developing a viral game for release in the run up to Hug Day."

Hug Day is April 22 and Hug month will involve in-store promotion with Specsavers, Alliance & Leicester and Help the Aged shops as well as a nationwide street collection. Media partners Woman's Weekly and the Express Group support the campaign.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .