New fundraising partnership launches with television advertising campaign
Thursday 14 January 2010
The launch of a new partnership between the Muscular Dystrophy Campaign and Procter & 
Gamble UK (P&G) has been marked by a national television advertising campaign.
The advert, which features two youngsters affected by muscle disease, airs for the first time on Wednesday 13 January 2010 and runs for two and a half weeks. P&G is donating 5p for each participating product, including Bold, Pampers and Gillette, sold across 15 of their leading brands in Tesco stores. Visit www.tesco.com/charity event for a full list of participating products.
Nine-year-old Libby Smalley from Birmingham and Ronak Patel, 13, from London appear in the advert which will help to raise money for and awareness of muscle disease. All the money raised will fund equipment, such as powered wheelchairs, to help children with muscle disease lead longer and more independent lives.
Libby, who was born with spinal muscular atrophy, is one of the stars of the campaign. It wasn't until she was four years old that Libby, with funding from the Muscular Dystrophy Campaign, received her first powered wheelchair. Now she is hoping that by fronting these national adverts other children with muscle disease will get the equipment they need to live independent lives.
She said:
I'm really excited to be on TV and part of an advert that will help to raise money for the Muscular Dystrophy Campaign. I've got a really cool wheelchair that goes up and down and means that I can do everything my friends and family can. I hope that people will help other children with muscle disease to get a wheelchair like mine.
Janette Butler, P&G Community Relations Manager, said:
We are hugely proud of our work helping children in need around the world through our 'Live, Learn and Thrive' programme. We are delighted to use the strength and reach of our brands to raise public awareness and engagement in this fantastic cause. Together, with Tesco and our consumers, we can make a real difference to children's lives like Libby and Ronak who need it the most.