CSR has gradually evolved from being a ‘nice-to-have’ for big corporations to an essential part of every business – no matter how small.

But often companies merely pay lip service to the idea and CSR can become a box-ticking exercise for some businesses. But when the intentions come from the heart and a genuine love of your community, CSR is at its most effective.

So, when the opportunity arose for Approach to help drum up support for the Ilkley Race for Life, managing director Suzanne Watson, jumped at the chance to sponsor Stray FMs coverage of the annual event.

We all know the statistics about how cancer touches the lives of so many of us, our family and friends and this is as true amongst the Approach team as anywhere else. When tragedy strikes looking for a purpose and a way to make something positive from such a negative place can be an effective way of dealing with heart-breaking situations.

Cancer Research signed up 746 women and children to last year’s race and we hope to smash that number this year by raising the profile of the event, encouraging ladies, young and old, from our region to pull on the pink and step into their trainers to run, walk, dance or crawl this year’s Race for Life.

The spirit of Race for Life fits perfectly with the attitude of our team. We’re all about having fun wherever possible and this is one of the most enjoyable ways to increase awareness of such a serious issue.

So, the Approach team will be there on the day, ready to Race for Life for those loved ones we’ve lost and stick two fingers up at cancer. So please join us on East Holmes Field on Sunday 11 June at 10.30am and let’s all raise funds and awareness for Cancer Research.

CSR is an incredibly important part of any business ethos and can be a highly effective tool for communicating the values of a brand. Supporting something you believe that unites colleagues, businesses and communities is not only good for business, it’s good for the soul!