Npower ties with cancer charity

Npower is embarking on a corporate social responsibility (CSR) drive by becoming the headline sponsor of Macmillan Cancer Relief World's Biggest Coffee Morning, taking place next month.

The tie-up is Npower's first association with the charity's flagship fundraiser. It is the first time the event has been sponsored by a utilities company.

An ad campaign through Npower's agency Isobel will promote its involvement and encourage consumers to take part by giving details of how to register.

A campaign will also run through its business-to-business division.

The Macmillan event raised more than £4m last year and attracted 2m participants.

Previous sponsors include Kit Kat and Nescafe.

Npower is better known for its sports sponsorship; it is the official sponsor of England cricket and the first brand sponsor of Wembley Stadium. Kevin Peake, Npower's head of brand, said the tie-up marked a wider increase in CSR activity.

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