Bauer Media has revealed it raised over £21.8 Million and supported over 560,000 vulnerable and underprivileged children in local communities across the UK in 2016.
The money was raised under the Cash for Kids banner, and fundraising was driven by initiatives such as Super Hero Day which saw thousands of radio listeners dressed as a super-hero character for a day to inspire donations, and Mission Christmas – one of the largest Christmas toy appeal in the UK.
Within the overall total this included £6.4 Million in cash donations. Money raised by Cash for Kids always stays within the community it was donated from across England, Northern Ireland and Scotland.
In 2016 Mission Christmas saw children’s toys and gifts to the value of £13,000,000 donated to the appeal which enabled more than 362,694 children in hardship to experience the joy of waking up to toys on Christmas morning. The final total raised for Mission Christmas including cash donations was £15,000,000.
Rio Ferdinand also helped out – he made a contribution of £500,000 worth of toys.
Sally Aitchison MBE, Managing Director – Cash for Kids said: “Last year’s results are incredible, every year our communities go above and beyond to make a difference to children in their local area. With so many children living below the poverty line in the UK a small act of kindness makes a huge difference to the families we support. Thank you to everyone who supported us in 2016.’’