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28 April 2022

NSPCC celebrates childhood memories and heroes with Absolute Radio and Magic Radio this Childhood Day

The UK’s leading children’s charity the NSPCC has partnered with OMD and Bauer Media to promote Childhood Day, its annual flagship day of fundraising and action. Running across Absolute Radio and Magic Radio, on-air activity will raise awareness of the day, bring communities together and encourage audiences and families to play their part.

The campaign follows recent research conducted by Bauer which found that 44% of people agree that they listen to the radio to feel a sense of human connection – up from 35% during the height of the pandemic – and 1 in 3 say they listen to their favourite stations to feel part of a community. These strong relationships formed by radio therefore make it the ideal medium for NSPCC to connect and communicate with families across the country.

In addition to information about the charity and the upcoming event on-air and online, listeners will hear some of their most-loved presenters such as Harriet Scott, Nick Snaith, Kat Shoob, Ben Burrell and Richie Firth reminisce about one childhood memory that they will always cherish. This audio will then be juxtaposed with the important message that not everyone’s childhood is the same, and abuse must be addressed and fought together.

In addition to this, NSPCC will take over Emma B’s Packed Lunch Show on Magic Radio from late May to early June in the run-up to Childhood Day. Children will be brought live on air to nominate a parent, teacher or individual who makes their life special and dedicate a song to them, and adults will be able to request the songs that remind them most of their younger days.

Simon Kilby, MD, Bauer Media Advertising said: “Encouraging people to donate to charity is more than just making audiences aware of the brand – it’s illustrating why they should care and communicating how important the charity and the work that they do is. Due to the close connections listeners have with their favourite presenters and voices, research has found that radio is excellent at creating impact in the middle of the funnel, building that trust and consideration. We’ve seen this through many charity and social initiative campaigns we’ve launched over the past few years, including the Actionable Audio Ads campaign we did with NSPCC and Say It Now. The work NSPCC does is incredible and we’re proud to work together again to drive donations this Childhood Day.”

Laura Murphy, Associate Head of Marketing, NSPCC said: “We are delighted to have partnered with Bauer Media on this campaign that is going to raise fantastic awareness for our flagship day of fundraising, Childhood Day. It’s brilliant that so many presenters are getting involved to help engage listeners with our important work, and we can’t wait to hear who the children nominate on Emma B’s Packed Lunch show on Magic Radio!

“We know not all children have a happy childhood. No child should have to face abuse or neglect. Last year our Helpline for adults contacted agencies about 22,505 children to investigate concerns about these issues. But strong communities can help keep children safe and we’re calling for everyone across the UK to unite on the 10 June for Childhood Day, to raise money and awareness for the NSPCC.”

The campaign is now live and will run till 10th June on Absolute Radio, Magic Radio and across Bauer Media platforms through Octave and Bauer Illuminate activity.


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For further information, please contact:

Odelia Yu – Commercial Communications Manager, Bauer Media

E:, T:  07718124791

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, Closer, KISS, Grazia, Empire, Magic Radio, 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.


The NSPCC is the leading children’s charity fighting to end child abuse in the UK and Channel Islands. Using voluntary donations, which make up around 90 per cent of our funding, we help children who’ve been abused to rebuild their lives, we protect children at risk, and we find the best ways of preventing child abuse from ever happening. So when a child needs a helping hand, we’ll be there. When parents are finding it tough, we’ll help. When laws need to change, or governments need to do more, we won’t give up until things improve.

Our Childline service provides a safe, confidential place for children with no one else to turn to, whatever their worry, whenever they need help. Children can contact Childline 24 hours a day, 365 days a year.

Our free NSPCC helpline provides adults with a place they can get advice and support, share their concerns about a child or get general information about child protection. Adults can contact the helpline 365 days a year.

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