The Cash For Kids charity has launched its festive season presents drive

A radio group’s charity campaign hopes to raise a record £8 million worth of gifts for disadvantaged children this Christmas.

Bauer Radio’sCash for Kids charity has launched its third Mission Christmas campaign throughout its network of stations across the UK and Scotland, including Forth One and Clyde.

With recent estimates by End Child Poverty suggesting one in three children live below the poverty line in the UK, fundraising will be driven locally by each station. They will ask listeners to buy an extra gift or make a donation to help brighten up a child’s Christmas.

The campaign is backed by a host of celebrities. Ant and Dec spoke at the launch: “It is our mission as patrons of Cash for Kids to ensure that all children believe in the magic of Christmas. Please donate what you can to make a difference to children’s lives this year”

The Mission Christmas campaign touches the lives of many children within our communities for whom Christmas without gifts from our listeners would be an altogether bleaker time

Comedian John Bishop added: “Christmas is all about children. Please support Cash for Kids to help reach the children who need our help this year.”

Listeners who don’t have time to shop are being asked to text MISSION to 70070 to make a £5 donation to the appeal.

Dee Ford, group managing director radio, Bauer Media, said: “The Mission Christmas campaign touches the lives of many children within our communities for whom Christmas without gifts from our listeners would be an altogether bleaker time.

“The extraordinary and fantastic support of listeners at this time and across the whole year means that our Cash For Kids charity is on track to raise almost £15 million for the year.”

For further details, including information on how to get involved or make a donation, visit cashforkids.uk.com.