Brand new computer games partnership encourages donations to charity shops

Cancer Research UK and Electronic Arts Ltd, the leading interactive entertainment software company, have teamed up to encourage people to donate unwanted items to the charity’s shops. In exchange, donors will receive a 10 per cent discount off their next purchase from www.eastore.co.uk, EA’s direct PC download service. The promotion will run from 27 December 2009 until 27 February 2010.

As well as computer games, the campaign urges people to donate unwanted Christmas presents, clothes and accessories to one of Cancer Research UK’s 600 shops across the country. Profits from these will help fund research into a disease which affects more than one in three people at some point in their lives.

Shane Bellamy from EA Store™ said: “We’re really excited to be launching this collaborative campaign. The post-Christmas period is renowned for the amount of unwanted gifts and other items that are thrown out. Instead it’s so easy to donate them to Cancer Research UK and get discounted access to some of the best of EA’s PC games along the way.”

Simon Ledsham, Cancer Research UK’s trading director, said: “Each bag of items donated to our shops can be worth up to £30 for the charity. So campaigns like this are really important to us – donations from the public are the lifeblood of our shops. What’s great about this campaign is that people can donate, feel good about giving to charity, but get something back for themselves with the EA Store voucher too.”

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For more information please call Gavin Kimble in the Cancer Research UK press office on 020 7061 8315 / [email protected]