With one in three children across the UK already living in poverty, many more families hit unexpected hardship last year due to loss of jobs or reduced working hours.
Christmas is a luxury they’re simply unable to afford, with some households having to make difficult decisions between food/heating and gifts.
Despite all the challenges that 2020 brought, listeners and locals selflessly reached into their pockets to support Hits Radio’s Cash for Kids Mission Christmas appeal, meaning 30,712 disadvantaged children in Greater Manchester were able to wake to presents on Christmas Day.
The team behind charity Cash For Kids’ annual campaign Mission Christmas – the largest Christmas toy appeal in the UK – worked hard despite the challenges in their way to ensure that gifts reached the homes of the children who needed them most.
“Each year we’re blown away by the generosity of locals, but last year we were simply speechless,” said Hits Radio presenter Jordan Lee.
“We know how incredibly tough the year had been for many of us, and yet amongst everything they continue to give to those less fortunate.
“The impact this will have had on our local community is striking, and we’re so happy that in coming together with their acts of kindness, 30,712 children in our city benefited and had a smile on their face on Christmas Day.”
The charity works with many local grass-root organisations as well as social workers, head teachers and the emergency services who nominate families in crisis to be supported by the appeal.
It was an extraordinary year with extensive reviews and risk assessments carried out to ensure that the appeal could go ahead while keeping all staff, volunteers and beneficiaries safe.
While there had been significantly reduced drop off points and reduced volunteers at Mission HQ to accommodate social distancing, local individuals, schools and businesses went out of their way to ensure that they could help local families in need at Christmas.
The Boohoo Group, whose brands include boohoo, boohooMAN, Pretty Little Thing, Nasty Gal, Miss Pap, Karen Millen, Coast, Oasis and Warehouse, also showed their incredible support to Hits Radio Cash for Kids Mission Christmas for the third consecutive year by donating a staggering £500,000 worth of toys.
You can continue to help make a difference to the lives of disadvantaged children in your area by making a donation to Cash For Kids.
Click the button below to make a contribution or see how you can get involved in future campaigns.