Cash for Kids, Bauer Media’s dedicated charity network, is forecasted to raise £21,299,104 and support over 800,000 sick and underprivileged children in local communities across the UK in 2018.
Initiatives run throughout the year with highlights including Super Hero Day, where supporters are asked to dress up, fundraise and donate, before the charity’s flagship campaign launches: Mission Christmas – the largest Christmas toy appeal in the UK.
Mission Christmas asks people to buy one extra present to take to one of 5,000 local drop off points across the UK, which are then donated and distributed to those children and families who would normally have nothing to open on Christmas day. In 2018, the campaign raised £15,068,314, supporting 369,553 children.
Sally Aitchison MBE, MD of Cash for Kids said: “We all have a responsibility to help alleviate the injustices we see in news headlines on a daily basis.
“We accept we cannot change the poverty statistics, numbers of those living in poverty continues to grow, but what Mission Christmas allows us to do is bring relief to those families in need and a little joy to the children and young people.
“We have the benefit of Bauer Media to use the influence of our leading radio and magazine brands to drive action and we are ideally placed to make a difference to our communities.”
Fundraising activities were driven by Absolute Radio, Magic Radio, Closer Bella, Take A Break and That’s Life. This has been in conjunction with local brands across the entire Hits Radio Network.
One particularly notable donation was received from the Kamani family and Boohoo group whose brands include Boohoo, BoohooMAN, PrettyLittleThing and NastyGal – they donated £500,000 worth of gifts to this year’s Hits Radio Cash for Kids Mission Christmas appeal.