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The Gold Heart pin campaign is Variety's International's signature fundraising endeavor worldwide. Chapters throughout the United States, Australia, New Zealand, Great Britain, Israel, Barbados, France and Canada participate in the campaign that begins in November and goes through the end of March, with the crescendo of sales revolving around Valentine's Day.
Like Variety itself, the Gold Heart campaign started simply, and has since grown to become our signature fundraising initiative. It all began in England in 1991 with an idea from Variety International board member Marsha Rae Ratcliff based on a children's storybook she had written. In 1999, through the dedication of a Los Angeles Board member Clark Woods of Paramount Pictures, it was brought to the motion picture industry and has become a multi-million dollar campaign that raises money for children in need around the world.
To promote the Gold Heart campaign in the United States, Variety partners with major motion picture theater chains. More than 2000 theaters around the country sell the pins and display promotional posters, counter cards, in-theatre slides, film trailers and other materials. During the 2004-2005 campaign, the in-theater promotional trailer was viewed by 111 million filmgoers, with the displays in the lobby being seen over 308 million times. This partnership between Variety and the motion picture industry has raised $91 million dollars worldwide. Additionally, many local radio stations and cable channels support their local chapters by airing Gold Heart pin public service announcements.
Please take a look around our site and learn about Variety - The Children's Charity. We encourage you to volunteer in your local community, and if there isn't a Variety chapter in your community, please contact
us about starting one. Join us in making a difference in your community.
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