Case Study: Dixons
Dixons Group plc supported The Prostate Cancer Charity through its Health Matters Campaign, along with Breast Cancer Campaign, The MS Society and The Stroke Association. The campaign finished in March 2003 and raised over £100,000 , mainly through the sale of Prostate Cancer Charity key rings in all their 1,200 stores, and recycling ink-cartridges.
Dixons Group staff got involved in a variety of employee-fundraising activities such as parachuting, abseiling and bungee jumping.
Vince Campbell, Manager of the link in Maidstone, went that extra mile for The Prostate Cancer Charity when he cycled from Folkestone to Maidstone and home again (after a full day’s work!)
"I was on holiday in the sun and wanted to do something for charity as motivation, to lose weight and get back on the fitness trail. An anonymous person in-store made up my mind to do it for prostate cancer. He spotted the keyrings and donated £10 and openly told me about his personal fight against the disease and how little known it is to men that such a disease can be fatal."