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mc’s clients cooperate: Lidl donates to the German Cancer Aid

With Lidl and the German Cancer Aid (Deutsche Krebshilfe), the full-service agency media consulta brought two longstanding clients together: A donation campaign of the supermarket chain generated € 400.000 for the NGO.

A small gesture of Lidl’s costumers, another step in the fight against cancer: In December 2012, each sale of the quality brand Deluxe at Lidl supermarkets meant one cent for the German Cancer Aid. Eventually, the total was rounded up on 24 December. So, on 26 February, Hans-Peter Krämer, Chief-Executive of the German Cancer Aid, and the NGO’s Managing Director, Gerd Nettekoven, received a symbolic cheque valuing € 400.000.

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“With this broad donation campaign, Lidl shows an exemplary commitment in the fight against cancer”, Krämer says, thanking the supermarket chain for its special efforts. Particularly because the German Cancer Aid does not receive public funding, private donations are indispensible. Thomas Aust, member of Lidl’s management and presenter of the cheque, highlighted the costumers’ dedication: “A big thank you to all customers who rendered concrete support and showed how big the impact of a small gesture can be.” media consulta provided the link between the nonprofit organization and the company, which operates Europe-wide. Both the German Cancer Aid and Lidl are longstanding clients. mc organizes the Lidl-Schüler-Fitnesscup (fitness cup for primary school pupils) for the latter, while it also planned and implemented Deutsche Krebshilfe’s integrated campaign “Mit aller Kraft gegen das Rauchen” (“With full force against smoking”), in which Benedikt Höwedes, defender in Germany’s national football team, shows tobacco the red card.