The initiative was set up by industry entrepreneur Yaser Martini for his charity Team Margot, established in 2015 for his daughter Margot who lost her battle with blood cancer aged two, having been unable to find her 'perfect match'.

 

Pinkspiration Week will run until 30th July and has support from pub, bar and casual dining operators who between them have more than 700 outlets, including Beds and Bars, All Our Bars, Arc Inspirations, Cirrus Inns and Fuller's.

UKHospitality and the BII have also been encouraging their members to back the campaign

Participating venues are marking Pinkspiration Week with a range of activities. Many are offering pink food and drinks - including Orchard Pig Pink cider, which is sponsoring the Team Margot boat. Team members will be wearing pink T-shirts, handing out Team Margot wristbands, and communicating the message about stem cell registration to customers.

Unlike most charity initiatives, Team Margot Pinkspiration Week is aiming not to raise money, but to encourage people to register as stem cell and bone marrow donors.

 

Pinkspiration Week 19 logo

It also links to the Team Margot Atlantic Row due to take place in December this year, when a team of three dads will be taking part in the Talisker Whisky Atlantic Challenge. They are hoping to encourage new registrations from 1.5 million people - the number of strokes it will take them to complete the 3,000-mile journey, hence their slogan #WeRowYouRegister

During Pinkspiration Week Yaser and the Team Margot Atlantic Rowers will be touring the pink rowing boat around the country stopping at a number of pubs and setting up a swab registration desk for customers interested in signing up to save a life.

"We are basically asking people to swab their cheeks and join the register. It's quick and easy to do and it's incredible to think that a stranger standing next to you at the bar could be your 'perfect match' and lifesaver, if you needed a stem cell transplant. But you wouldn't know that, unless they were on the register," said Yaser.