Breakfast show hosts Mylo and Rosie are calling on listeners and residents of Leeds to buy an extra gift this festive season to help thousands of underprivileged children in the city.

The UK’s largest Christmas gift appeal, Mission Christmas is an annual campaign run by the Cash for Kids charity and supported by Pulse 1. In 2021, Mission Christmas across the UK raised over 14 £.1 million in gifts and cash donations, which was used to ensure 267,547 children and young people had gifts to open on Christmas Day – including 16,000 recipients in the Leeds area.

This year’s cost of living crisis has seen many families struggling with rising food and fuel bills and, with many already choosing between heating and eating, buying Christmas gifts is financially beyond the worse off. Around 14.5 million people live in poverty in the UK, according to the Joseph Rowntree Foundation’s UK Poverty Profile 2022. That’s more than one in five people.

The Pulse Breakfast Team Mylo and Rosie with Cash for Kids Coordinators Charlotte and Paula Clayton and Manager Lisa Sullivan (Picture: Bruce Rollinson)

To support the campaign, the Yorkshire Evening Post is holding the annual YEP Carol Service at Leeds Minster on Thursday 1 December. Visitors will be asked to donate gifts for the children – and a portion will be donated to the Mission Christmas appeal.

Mylo and Rosie, hosts of breakfast show Pulse 1, said: ‘Every child should feel the excitement of waking up to presents on Christmas morning, but we know for some families that after another year difficult, they find it difficult to manage on a day-to-day basis. That’s why we want to help Santa Claus by ensuring that even more young people in our region can enjoy the joy of Christmas this year.

“People in our community have always been incredibly generous when it comes to Mission Noël, so if you can, just buy an extra gift this year and we’ll make sure it goes to a kid who really deserves it.”

People who want to support the campaign can bring their gifts to a number of drop-off points near them, including local B&M and Wickes stores. Simply go to the Pulse 1 website and enter your zip code to find the drop-off location closest to you.

Supporters can also purchase a gift online which will be delivered directly to the purchaser’s nearest Mission HQ with no delivery charge. Visit the Cash For Kids website to browse the gift list. Alternatively, you can text Pulse to 70910 to donate £10 and the Cash for Kids team will donate on your behalf.

Cash for Kids works with thousands of local organizations across the UK who support disadvantaged children from babies to 18 year olds. Throughout the Mission Noël campaign, these organisations, along with social workers, school leaders and emergency services, nominate families in crisis to be supported by the appeal.

By highlighting their age, gender and special needs, Cash for Kids identifies the children the Mission hopes to support and the age groups that may have difficulty obtaining gifts throughout the appeal.