BRIDES magazine will be masterminding a month-long charitable initiative, 'White Hot Hope, Vow to Make a Difference' this coming November, it was announced today. Collaborating with US BRIDES who launched this initiative successfully last year, the magazine will be working with UK partners to create a month long programme of events raising money for Great Ormond Street Hospital Children's Charity, while simultaneously underscoring the power of the bridal industry to change lives for the better.

Rallying members of the UK bridal industry to support White Hot Hope, BRIDES aim to generate nationwide retail initiatives, one-off events, special deals and incentives, with the ultimate ambition to fund a Quiet Room for cardiac patients at Great Ormond Street Hospital Children's Charity. This area will help make the time children and their families spend in the Cardiac General Unit as stress free as possible.

Camilla Newman, Publisher of BRIDES, comments "Brides-to-be spend more money on themselves in the run up to their wedding than at any other time in their lives, and will be delighted to know they are shopping for a cause too. We will be donating a percentage of our White Hot Hope advertising revenue from the November/December issue to the charity, and supporters of the scheme will vow to make a difference too with a percentage of their sales in November also going to the cause. This, together with other special initiatives BRIDES will be running, will not only stimulate retail sales but will draw attention to the enthusiasm and goodwill of brides as they approach such a momentous day in their lives."

Jacqui Goldhill, Acting Director of Corporate Partnerships at Great Ormond Street Hospital Children's Charity, said "We are delighted to be involved in this special project. We're very grateful to BRIDES for committing to raise vital funds for children with heart problems as every penny raised will make a huge difference to our patients and their families. We need to raise £50 million every year to help rebuild and refurbish Great Ormond Street Hospital, provide vital up-to-date equipment and fund research into better treatments for the children."

Supported extensively in the magazine and online, with vendor kits for participating retailers and specially produced product, BRIDES will also be working with Modern Bride at Excel in London (November 4-6), who will be donating a percentage of profits from each ticket sold to White Hot Hope.

In the States, White Hot Hope will be repeated in October this year. Last year's inaugural events included Sip and Scan events in Macy's, Bel Aire and Julian Alexander trunk shows, and White Hot Mixology Nights in New York bars.

Check back here for more details on White Hot Hope events in the UK.