Help For Heroes, the charity created to raise money for those injured in the Armed Forces and their families have formed a partnership with best selling men’s magazine GQ.
The charity is built on the principle that it’s for ‘the blokes’ – the ordinary men who risk and, in some cases, give their lives to ensure the safety of the country.
GQ is built on a philosophy of “look sharp, live smart” and prides itself on offering more highbrow content than the average men’s magazine (despite the cover of the April issue featuring a largely naked Daisy Lowe), so the partnership would seem to make sense.
Very few national newspapers or broadcasting platforms include a section for charity coverage. They will pop up in news if it is a particularly big story, with occasional features in business and lifestyle, but consistent coverage of a charity is exceedingly rare.
GQ are one of the few men’s magazines whose circulation figures haven’t fallen in the last five years, but the magazine still lags behind ‘lads’ mags’ such as FHM in the readership figures (FHM had 272,545 readers to GQ’s 130,094 in February 2009).
Besides the on-going support and coverage within the magazine and on its website, GQ Editor Dylan Jones will be guest editor for the autumn edition of ‘Heroes’ magazine, which will be designed by GQ’s creative team.
Best of all for the charity, that edition of ‘Heroes’ will be distributed with GQ, reaching the GQ circulation.
A statement on the Help For Heroes website reads:
“This is a very exciting media partnership for Help for Heroes. Working alongside GQ will help us expand our current audience and raise greater awareness of the difficulties that our wounded heroes will face for the rest of their lives. We have been bowled over by their enthusiastic support of the charity and are really looking forward to working with them over the coming months.”
The prestigious GQ Men of the Year Awards 2011, sponsored by Dunhill, will also be honouring the charity and a Help for Heroes fundraising dinner is due to be held in September.
A statement from Editor of GQ, Dylan Jones, posted on the Help For Heroes website reads:
“We’re thrilled to be working with Help for Heroes, and Having forged our association with the charity last year with the David Bailey Camp Bastion commission and subsequent auction and book, we’re looking forward to playing an on-going supporting role in their truly magnificent fund raising and ongoing work.”
By securing this deal with GQ, Help For Heroes are shining a huge national spotlight on their charity, while GQ get to display their social conscience without sacrificing any of the ethos of the magazine and its readers. It will be interesting to see whether any other magazines follow suit.