The Benevolent launches campaign to push 'It could be me' initiative

By Lisa Riley

Published: 29 April, 2019

The Benevolent has launched a new campaign to raise awareness of the charity’s ‘It could be me’ initiative, which is aimed at getting as many members of the drinks industry to sign up to donate £5 a month.

The latest push - #benevolentcolours, invites the trade to dress up in either red, white or rosé (or a mix of all three) at the London Wine Fair (LWF) to show support for the ‘It could be me’ campaign.

At its LWF stand, the Benevolent will have a sign-up station together with a photo booth nearby complete with red, white and rosé coloured accessories to “capture the spirit of the day”.

The campaign is being brought to life through a PR collaboration comprising Dillon Morrall, Emma Wellings PR, Limm Communications, Phipps Relations and R&R Teamwork.

For every picture posted on Instagram, Twitter or Facebook, the PR collaboration will donate £1 to The Benevolent.

Michael Saunders, chairman and Chris Porter, chief executive, of The Benevolent who brought the group together, said: “We wanted to get the best creative minds round the table to help to raise awareness of all the great work that the Charity is involved with. Top of the agenda was creating awareness of the ‘It could be me’ campaign and encouraging individuals to sign up to donate a small amount every month.

“The charity is under constant pressure as it delivers financial support to those in need and regular donations are vital to the success of our work.”

The wine trade’s very own snappy dresser Jancis Robinson MW said, “I can’t wait to get rummaging in my wardrobe to find a red, white or pink outfit - though white poses challenges for wine tasters…) £5 a month to help fund all the valuable work The Benevolent is doing is surely a no-brainer.”

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