Cancer charity to target mothers

Children's cancer charity CLIC Sargent will use ‘real mums' to front its National Yummy Mummy Week.

‘Real mums’: to front campaign
‘Real mums’: to front campaign

The week of sponsored events is being billed as a chance for mothers ‘of all ­ages, shapes and sizes’ to have fun with their families and help raise funds for families of children with cancer.

Inspired by Dove’s ‘Campaign for Real Beauty’, CLIC Sargent will use ‘real women’ to generate publicity for the week in September. It is targeting titles such as Bella, Best and Prima.

Head of PR Karen Baxter said: ‘We want to make the phrase “yummy mummy” less elitist and believe that every mum has the capacity to be a yummy mummy.’

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