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27 November 2017

Cash for Kids – Mission Christmas is back for 2017

London, 27th November – The UK’s largest annual Christmas toy appeal, Mission Christmas, returns after a triumphant year in 2016.

With 1 in 4 children across the UK living in poverty this December, for many families Christmas is simply a luxury they can’t afford. This year Mission Christmas aims to beat last year’s fundraising total of £15.5million, which helped over 360,000 disadvantaged children.

Mission Christmas asks people to buy one extra present to take to one of 5,000 local drop-off points, which includes Wickes branches across the UK. Those who don’t have time to shop can text MISSION to 70808 to make a £5 donation to the appeal or click here to donate online. Donations go directly to children who would otherwise be missing out on Christmas day.

Magic Radio’s newest breakfast duo, Ronan Keating and Harriet Scott have joined this year as patrons. Ronan is proud to be on board, saying “Being a dad of four puts Mission Christmas close to my heart, every child deserves to have a Christmas worth celebrating.” While Harriet adds, As a mum to two small boys who are already excited about Christmas, I can imagine the big difference one small act of kindness can make. Together we can put a smile on a child’s face, who without our help would have nothing to open on Christmas day.” 

Mission Christmas works closely with social workers, head teachers 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. Therefore, the team knows how many children Mission Christmas is hoping to support and what age groups may be struggling for gifts throughout the appeal.

Comedian Sarah Millican shared her favourite Christmas memory, while giving her support for the campaign, “My best memory is Christmas morning when the living room door is shut because that meant Santa has been, and even now as a 42 year old woman my husband has to shut the living room door otherwise I don’t think he’s been. I am supporting Cash for Kids Mission Christmas to help children less fortunate.”

The campaign is run by Bauer’s charity Cash for Kids and supported by Bauer national radio stations Magic Radio and Absolute Radio, as well as regional portfolio the Bauer City Network and magazines Take A Break and That’s Life.

Key 103’s Gemma Atkinson is fully behind the campaign saying, “When I heard how children all across the UK benefit from the amazing work Mission Christmas put into their campaign, I had to get involved. The initiative is growing from strength to strength, and this year we hope to reach a record amount of children.”

Joining as a patron for the second year in a row, singer Aston Merrygold is honoured to be on board again this year; “Christmas is a special time of year, and it is heart breaking to think of a child missing out on sharing in the festive spirit. I am proud to support Mission Christmas as it works hard to ensure children across the UK directly benefit from the generous donations given.”

For further details, including information on how to get involved or make a donation, please visit


About Bauer Media UK

Bauer Media UK reaches over 25 million UK consumers through a portfolio of world-class, multi-platform media and entertainment brands including heat, Kiss, Grazia, Q, Empire, TV Choice, Take a Break, Bella, Magic and Absolute Radio. It creates and curates entertaining media content that audiences love whenever, wherever and however they want through a multi-channel strategy and a focus on product excellence and audience insight. The result is an exciting array of influential brands, content and talent which provide compelling and engaging advertising opportunities with valuable audiences for UK commercial partners. Bauer Media UK is part of the Bauer Media Group, one of the world’s largest privately owned media businesses with media assets all over the globe.


About Cash for Kids:

Cash for Kids is the cause related marketing arm for the Bauer Media’s network of local radio stations. In 2017 Cash for Kids raised over £21 Million and supported more than 550,000 sick and underprivileged children in local communities across the UK. Every penny raised stays in the community within which it was raised.

Bauer Radio’s Cash for Kids Charity (England) 1122062 Registered Charity (Scotland ): sco41421

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