Cash for Kids, Bauer Media’s charity, is forecasted to raise a huge £24,595,748 Million and support over 625,375 sick and underprivileged children in local communities across the UK in 2017. Teams operate in 22 locations across the UK with every penny raised staying in the community within which it was raised across England, Northern Ireland and Scotland.
Fundraising activities were driven by Bauer’s national brands Absolute Radio, Magic Radio, Grazia, Closer, Bella, Take A Break, That’s Life and Total TV Guide, in conjunction with local brands across the entire Bauer Radio City Network, a roster of radio stations that broadcast to the premier cities and towns across the UK. Stations include the likes of Manchester’s Key 103, Liverpool’s Radio City, Newcastle’s Metro Radio, Sheffield’s Hallam FM, Edinburgh’s Forth One and Glasgow’s Clyde One.
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 launces - Mission Christmas - the largest Christmas Toy appeal in the UK.
With 1 in 4 children across the UK living in poverty, for many families Christmas continues to be a luxury they cannot afford when paying the bills and putting food on the table have to take priority.
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 2016, over £15.5 million worth of gifts were donated, supporting more than 360,000 disadvantaged children across the UK. This year, the figure rose to record heights with £17,555,013 million, supporting 399,419 children.
Sally Aitchison MD of Cash for Kids said “It’s more important than ever for businesses to have a deeper purpose; we are all disheartened by the headlines we see on a daily basis.
We accept we cannot change the poverty statistics, the situation is intolerable, it’s getting worse and it is not going away but what Mission Christmas in particular allows us to do is to bring relief and immediate and tangible results to those families in need.
As an industry, we have the expertise and know-how to create deep, cultural impact. We utilise the power of our radio and magazine brands to drive action and we are ideally placed to make a difference to our communities.”
DIY giants, Wickes have been supporting Mission Christmas for two years now, providing all of their stores as drop off points for gifts across the UK and promoting support via their Absolute Radio Christian O’Connell Breakfast Show sponsorship. Wickes cover the cost of transporting the donated gifts from their stores to Bauer’s Mission Christmas HQ’s across the UK.
Foresters Financial sponsor Magic Radio’s Mission Christmas drive and have been supporting the campaign for 9 years. Foresters donate gifts to the appeal and encourage their members to volunteer their time to support the campaign.
Foresters said “Foresters Financial are proud to support Cash for Kids with the Christmas appeal. We believe in enriching lives and building strong communities and that's why we invest money and volunteer time in ways we can truly make a difference".
London’s most famous toy store, Hamleys, joined the appeal this year in collaboration with Magic Radio’s Breakfast show with Ronan Keating and Harriet Scott. The Regent's Street Store took 25% off all toys being purchased for the Mission Christmas campaign.
One particularly notable donation was received from the Kamani family, owners of Manchester companies Rosso Restaurant, Boohoo, Pretty Little Thing and Nasty Gal who donated an incredibly generous £500,000 worth of gifts to Manchester’s Key 103 Mission Christmas appeal.
Notes to Editors
About Cash for Kids:
Cash for Kids is the cause related marketing arm for the Bauer Media’s network of radio stations. In 2016 Cash for Kids raised over £21 Million and supported over 560,000 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 1122062 (England and Northern Ireland) SCO 41421 (Scotland)
About Bauer Media:
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, 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.
For Further Press Information, please contact:
Cat Martin – Bauer Media Communications Director
T: 0207 432 3317 M: 07932 746 363