The campaign, which launches next month, will encourage people to donate their unwanted mobile phones to the charity to raise much-needed funds. Broadway will receive a minimum £3 donation for every mobile phone it receives.
Siân Harrington, editor of HR, the UK’s leading human resources trade title, said: "I am pleased that HR is supporting Broadway’s mobile phone recycling scheme. With an estimated 80 million redundant mobile phones in the UK currently, there has never been a better time to recycle your old mobile phones to help charity. Remember, a phone is not just for Christmas."
Rebecca Sycamore, Broadway’s director of fundraising and marketing added: "The money raised from the campaign will help fund our work in London to keep people off the streets and support them into training and work placements. We are delighted that HR has become a media partner and are also looking for commercial sponsors, so if any of HR’s readers would like to get involved in the campaign we’d love to hear from them."
The campaign will utilise traditional media and social media to engage participants. Part of the campaign will include a photo competition run on Broadway’s Facebook page and its web site, which will use viral marketing techniques to spread the message about the campaign and the charity’s work with homeless people.
Broadway won a triple whammy at the HR Excellence Awards last year when it won in the Best Third Sector Strategy or Initiative, and Best HR Strategy – fewer than 250 Employees categories, and Helen Giles, the charity’s HR director, was a runner-up in the highly contested HR director of the year category.
Anyone wishing to donate their old mobile phone can do so simply by sending it to: Broadway’s Homeless Appeal, FREEPOST RSAS-HJHE-AYKG, Broadway, 15 Half Moon Court, London EC1A 7HF.
