The BT 'Am I Listening' Campaign has helped ChildLine move closer to its ultimate goal of answering every young person's call for help. More calls than ever before are now being answered at the charity's switchboard. BT is a major contributor in helping an extra 3,500 children get through to ChildLine's switchboard each week.

Blockbuster Entertainment was Highly Commended for its Cause Related Marketing partnership with charity, the Starlight Children's Foundation. A number of initiatives have been used throughout the campaign, including in-store activities and staff fundraising. In 2003 alone over £400,000 was raised and Starlight has been able to help 1 in 5 children needing its services, up from 1 in 10.

Mervyn Pedelty, Chief Executive, Co-operative Financial Services, last years winner and sponsor of this years award said, "The BT 'Am I Listening' campaign is a really good example of 'joined up thinking'. BT has mobilised its staff (including the personal enthusiasm of its Chairman), its customers, its financial resources and, importantly, its technical know-how to transform the operations of a charity that is all about what BT does best - communications. The BT 'Am I Listening' campaign with ChildLine is a truly inspirational example of excellence and a worthy winner of this prestigious Award."

Sue Adkins, Director, Business in the Community said, "BT is a worthy winner of this year's Business in the Community Award for Excellence. The ' Am I Listening' campaign is an holistic programme that has successfully been integrated into the whole of the organisation, engaging new and different aspects of the business as it develops. This strategic Cause Related Marketing partnership has achieved considerable impact on many levels for both BT and ChildLine and is an inspirational example."

Notes for Editors
1. The Business in the Community Awards for Excellence promote a better way of doing business by encouraging companies to measure, continually improve and communicate their positive impact on society. Business led, rigorously assessed and continuing to grow in size and influence, the Awards for Excellence reward best practice by recognising companies, that have improved the way they operate to increase their positive impact on society. Each finalist is awarded with the BIG TICK impact endorsement mark.

2. Business in the Community is a unique movement in the UK of over 700 member companies, with a further 1600 participating in our programmes and campaigns. We operate through a network of 98 local business-led partnerships, as well as working with 45 global partners.
Our purpose is to inspire, challenge, engage and support business in continually improving its positive impact on society.
3. Membership of Business in the Community is a commitment to action and to the continual improvement of a company's impact on society. Our members commit to:

Further information about Business in the Community can be found at the website www.bitc.org.uk.

4. The Cause Related Marketing (CRM) Campaign at Business in the Community was established by Sir Dominic Cadbury of Cadbury Schweppes plc in 1995, led by Sue Adkins and is chaired by Tim Mason of TESCO plc with Simon Waugh of Centrica as Deputy Chair. The Campaign is also supported by Avon, Barclays plc, Bettys & Taylors of Harrogate, Cadbury Trebor Bassett Ltd, Cadbury Schweppes plc, Centrica, Dollond & Aitchison, Ford Motor Company Ltd, GWR Group plc, Lever Faberge Ltd, Research International (UK) Ltd, Glaxo SmithKline plc, TESCO plc, Walkers Snacks and The Marketing Society. The Campaign aims to inspire, generate awareness and understanding of CRM promoting a greater quality and extent of programmes, demonstrating the power of brands in partnership with charities and causes, to make a positive impact on key social issues whilst sharing best practice. Through the provision of seminal research, advice, seminars, conferences, CRM and the first ever CRM Guidelines, the Campaign aims to provide the tools to assist in the full and effective consideration, planning, development, implementation and evaluation of CRM strategies.

5. Cause Related Marketing is defined by Business in the Community as "a commercial activity by which businesses and charities or causes form a partnership with each other to market an image, product or service for mutual benefit". It is an additional tool for addressing the social issues of the day through providing resources and funding whilst at the same time addressing business marketing objectives.

Further information is available at www.crm.org.uk

Laura Small
Operations and Communications Manager
Cause Related Marketing Campaign
DL: 020 7566 8796

Business in the Community
137 Shepherdess Walk, London N1 7RQ
www.crm.org.uk

Business in the Community is a unique movement in the UK of over 700 member companies. Its purpose is to inspire, challenge and support business in continually improving its impact in the community, environment, marketplace and workplace.
http://www.bitc.org.uk

The Cause Related Marketing Campaign was set up in 1995 and is sponsored by a number of leading businesses. Its mission is to generate awareness and understanding of Cause Related Marketing, inspiring a greater quality and extent of programmes.

To find out more about our range of events, research programmes and publications visit www.crm.org.uk.