Children living in poverty are identified by local social services, head teachers, doctors and welfare officers; many live in care homes and refuges and are at risk of receiving nothing at Christmas. All children remain anonymous, however many letters of thanks are received post-Christmas from homes, other charities and Social services. It is a huge community focused campaign which directly benefits children in each local transmission area. Backed by our generous listeners, each child gets on average 3 toys or gifts each

In local communities all over the UK there are children whose circumstances (living in poverty, in care homes etc) mean that they are not able to enjoy the spirit of Christmas and go without on Christmas Day. Families identified as living in poverty have less than £10 per day per person for food, heating, toys, clothes, electricity and transport. UK Child poverty has doubled since 1979.

Cash for Kids staff based in each local radio station facilitate all logistics required for the activity, including the regular collection of gifts and toys from the stores and sorting of toys at a central collection point to ensure age and sex appropriate gifts are delivered to specic children. Working with local agencies the gifts are distributed from the CFK central sorting office directly to the children in time for Christmas

In 2011 Bauer Radio's Cash for Kids distributed over £5.1 million worth of toys, gifts and cash grants to local children, and over 215,000 underprivileged children and families were supported. Over half a million toys and gifts were bought and donated by our listeners. Approximately 20-25% of these were bought and dropped off in ASDA stores back to the client. The campaign also created over £200,000 worth of PR in local press and television coverage. Consumer perceptions are enhanced when companies align themselves to a charity

. 68% think positively of brands which make charitable donations* . 58% prefer to buy from such a brand 'if faced with a choice* . 28% would pay more for brands which donate to charity* By Helping and supporting the local community Asda actually made money - people bought the gifts in store and donated them - so it had a direct effect on sales, people felt good about Asda doing it and underprivileged children got presents at Christmas - it's a true winning situation for everyone.