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The largest Christmas toy appeal in the UK, Mission Christmas is an annual campaign run by Cash for Kids which is supported by Bauer Radio’s regional stations, including Radio City.
In 2018 the appeal generated upwards of £15million in gifts and donations which were distributed to more than 400,000 disadvantaged kids across the UK with £1.2 million of those gifts and donations to over 40,000 kids in Liverpool, the North West and North Wales.
With 1 in 3 children across the UK living in poverty this December, for many families Christmas is simply a luxury they can’t afford – Save the Children describe child poverty as living in a house with no central heating and going to bed at night without a hot meal. This year’s Mission Christmas aims to beat last year’s fundraising total and help make sure it can help as many children as possible from Liverpool, the North West and North Wales can be supported.
Leanne Campbell from the Radio City Breakfast Show said: “Mission Christmas is a brilliant way for people to act in the true spirit of the season and give a little something to disadvantaged young people who really do deserve it.
“What was achieved by our generous listeners last year was truly amazing and I know we can do even better this year. Even one child living in poverty is too many but with thousands in Liverpool, the North West and North Wales in that position Mission Christmas gives everyone the opportunity to make a real difference.
“It’s easy to take part, all you need to do is buy one extra gift before December 17th and hand it in to one of our many collection points, alternatively you can text ‘CITY’ to 70905 to donate £5 or 70910 to donate £10 and we will buy a gift on your behalf. Let’s make 2019’s Mission Christmas our biggest and best ever and bring a little cheer to the children who need it most.”
Supporters of the campaign can take their gifts to a number of drop-off points which you’ll find listed on www.radiocity.co.uk/mission including their partner B&M Bargains and B&M Home stores.
This year Radio City’s Mission HQ, which acts as a hub for the receipt, sorting and distribution of gifts, is at Birkenhead Van Hire, Hind Street, Birkenhead. Wirral. CH41 5DA.
Those listeners who don’t have time to shop can text CITY to 70905 / 70910 to make a £5 / £10 donation to the appeal. (Calls cost Standard network rate and 100% of the donation goes to CFK).
Cash for Kids works with thousands of grass-root organisations across the UK who support disadvantaged children (0 – 18 years). Mission Christmas works closely with social workers, headteachers and the emergency services who will nominate families in crisis to be supported by the appeal.
In advance of the launch (and throughout the campaign) organisations nominate the children they support, highlighting their age, gender and any special needs. Cash for Kids therefore knows how many children Mission Christmas is hoping to support and what age groups may be struggling for gifts throughout the appeal.
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