Leeds creative agencies to help Cash for Kids

APPEAL: Radio Aire presenters and staff at the launch of Mission Christmas for Kids earlier this month. PIC: Simon Hulme

The ‘Make Believe’ initiative for Radio Aire’s Cash for Kids will see 10 agencies design and exhibit a piece of artwork based on classic children’s literature.

Leeds-based marketing agency, Magpie, has brought together the creative community to help Cash for Kids, which helped more than 60,000 children last year.

Ged Savva, Magpie’s cofounding director said: “It means a lot to me that we can use our creativity for good. I’m so glad we’ve had such a good turnout from Leeds’ creative agencies – it’s not often we get to come together in this way. Through this exhibition and initiative, we want to remind people about the importance of innocence and childhood and not to take this for granted. We aim to help children across Leeds have better childhoods for longer through the money we raise.”

Each agency has had three weeks to turn a randomly assigned quote, from stories such as The Jungle Book, into a modern day work of art, suitable for poster print and limited edition merchandise.

The YEP is also backing the annual Mission Christmas appeal. Cash for Kids manager Lisa Sullivan said: “Sadly one in four children in West Yorkshire live in poverty, so Mission Christmas aims to make sure every child has a Christmas to remember and receives a gift on Christmas Day. We are delighted to be the chosen charity for Make Believe and are excited to see what the agencies create.”

The 10 designs will be launched at an exhibition at the Victoria Gate shopping centre in Leeds on Thursday, November 30.

The artwork will be available for pre-sale at www.makebelieveleeds.com from Friday, December 1.