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4 January 2021

Cash for Kids raised £16.7 million in 2020, helping 365,000 disadvantaged children

Cash for Kids, Bauer Media’s dedicated charity network, has today announced that an incredible £16.7 million was raised in 2020 to help disadvantaged children in our communities. Over 365,000 sick and underprivileged children benefited from Cash For Kids’ campaigning, thanks to generous donations from the British public.

With nearly 1 in 3 children living in poverty in Britain, the charity supports our communities’ most vulnerable young people from babies to 18 years old. Working in 22 areas of the UK, every penny raised from the campaigns stay within the area it was raised to help the children who need it most.

Cash For Kids runs a number of initiatives throughout the year which is driven by Bauer brands including the Hits Radio Network, Absolute Radio, Magic Radio, Take a Break, That’s Life, Grazia, Closer and Total TV Guide.

Campaigns included the Cash For Kids Appeal, which helped support families hit hard by the effects of COVID-19, and ‘Mission Christmas’, which in 2020 ensured that over 254,000 underprivileged children woke up to presents on Christmas Day.

Sally Aitchison MBE, MD of Cash for Kids said: “Everyone needs something positive to focus on and this challenging year has brought some positive outcomes. We have always known how kind and generous the people of the UK are, they have once again excelled themselves. People have gone out of their way to purchase gifts for children they will never know. How wonderful is that?

“Our team have worked within every Government guideline ensuring we put safety first and still they have delivered this phenomenal result. I am bursting with pride. Thank you to everyone who has supported us.”

Magic Radio breakfast presenter Ronan Keating added “We’d like to send a huge thanks to all those that have been part of raising such an incredible amount of money in such a difficult year. Each year we’re blown away by listeners generosity but this year we’re speechless. Every donation really does help to make a difference in these children’s lives.”

To read more about Cash for Kids and find out if you can help children in your area, head to

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For more information, please contact:
Cat Martin – Bauer Media Communications Director (Radio)
T: 07932 746 363

Amelia O’Shea – Bauer Media Communications Manager (Radio)
T: 07718 489342

Note to editors:

About Cash for Kids:

Cash for Kids is the cause related marketing arm for the Bauer Media’s network of local radio stations. Cash for Kids raised over £20.9 million in 2019, supporting more than 1 million sick and underprivileged children in local communities across the UK. Every penny raised stays local.(Remove this line on National Releases)

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

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, Empire, Magic, Absolute Radio and the Hits Radio Network. These brands offer commercial partners access to highly engaged audiences, with creative solutions underpinned by insight and instinct. 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.

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