The charity, which raises money to provide wigs made from real hair for children who have lost their hair through cancer and other illnesses, is asking owners of pink cars and vehicles to take part in its 2010 Pink Car Rally, which takes place on 5 September.

This is the third annual rally for the charity and will see participants travel in tandem for 70 miles along the A49 and A40, from Hereford Hospital to Oxford Children’s Hospital.

The charity has launched the integrated campaign to promote the event and encourage more people to sign up. Activity includes email, phone, radio, mail and flyers. Participants can download an entry form from the rally website, and will then receive an entry pack including a bumper sticker and t-shirt in the mail.

‘Owners drive hundreds of miles to join in,’ says rally organiser Sali Gray. ‘This year we have participants from as far away as Scotland and North Wales. It’s a really amazing sight, seeing so many brightly coloured cars coming down the road.’