PANDORA proudly supported us in 2014 and 2015, donating £150,000 to help fund our life saving research. 

Three Pandora charms

A Charming way to give

PANDORA generously donated £100,000 in 2014 and designed two stunning British Heart Foundation charms to celebrate our partnership:

  • The Sparkling Heart Charm was launched as part of the BHF's flagship February fundraising campaign.
  • The Red Pavé Heart Charm was promoted in September to coincide with World Heart Day and a celeb studded heart healthy brunch was organised to raise awareness of the partnership.

The overwhelming response to the charms led to a third collaboration in February 2015 as part of the Wear it. Beat it. campaign

This promotion was supported by a glamorous afternoon tea event hosted by TV personality Laura Whitmore.

All three designs were eye-catching and symbolic reminders that the charms support research into heart and circulatory diseases. 

Key Achievements:

Supporter Engagement

  • The rate of sale for both charms in 2014 was much higher than any other charity charms PANDORA have produced and sold.
  • A giveaway of the second charm on BHF's Facebook page was the most successful social media competition the BHF has run. More than 4,000 entries were received from supporters - the majority wanting the charm either as a gift for someone special or as a unique way to remember a loved one.


Over 19 million press OTS were generated across the three promotions, raising awareness of both the partnership and the BHF's life saving research.