It’s ‘MISSION CHRISTMAS’ for Viking FM as annual Cash for Kids gift appeal returns

It’s ‘Mission Christmas’ for Viking FM as hosts Alex & Ellie appeal to listeners and locals to buy one extra gift to help thousands of disadvantaged children in East Yorkshire & Northern Lincolnshire


The largest Christmas toy appeal in the UK, Mission Christmas is an annual campaign run by Cash for Kids and supported by Viking FM. In 2020 Mission Christmas collected over £12.7 million in gifts and cash donations, which was used to make sure that 254,352 children and young people had presents to open on Christmas Day.


Giving Santa a helping hand, this led to just under 10,000 recipients in East Yorkshire & Northern Lincolnshire. This year, the economic climate is pushing more and more families into poverty which is not helped by the end of the Universal Credit top up and furlough. As a result, the charity is expecting record levels of requests for help this year. And so, they need you.


Alex Duffy said: “Every child should feel the excitement of waking up to presents on Christmas morning, however we know for some families that after a tough year they are struggling to even get by day to day. That’s why we want to help out Santa by making sure that even more young people in our area can be given some Christmas cheer this year.


“People in our community have always been so amazingly generous when it comes to Mission Christmas, and so if you can, please just buy one extra gift this year and we’ll make sure that it goes to a child who truly deserves it.”


Supporters of the campaign can take their gifts to a number of drop-off points near them, including local B&M stores. Simply head to and enter your postcode to find the drop-off point closest to you.


Cash for Kids works with thousands of grass-root organisations across the UK who support disadvantaged children (0 – 18 years). Throughout the Mission Christmas campaign, these organisations along with social workers, head teachers and the emergency services nominate families in crisis to be supported by the appeal.


For further details, including information on how to get involved or make a donation, please visit