Case Study

British Heart Foundation – Charity Shops in Vogue at Christmas


The British Heart Foundation approached ON to encourage Britons to buy second hand gifts at Christmas whilst supporting charitable causes in the process.



The stigma of ‘second hand’ has long evaporated as increasingly more people choose sustainable options.   With the cost-of-living crisis continuing to hit home, we positioned charity shops as a great alternative for cash savvy Brits to bag themselves a bargain at Christmas by highlighting the treasure trove of gems on offer.



The story went down a treat with broadcasters reaching over 15 million listeners. The icing on the Christmas cake came courtesy of BBC Radio 4 Money Box sending a crew to the BHF store in Sheffield and breakfast show slot on Times Radio.