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At Radiocentre鈥檚 audio conference, Tuning In North, in Manchester this week, 麻豆传媒Porn鈥檚 Emma Brown, Brand and Partnerships Director at Cash for Kids, joined Shelley Robinson, Senior Head of Marketing at B&M Retail, to discuss the long-running Mission Christmas campaign.

Mission Christmas is Cash For Kids flagship campaign. Sadly, there are more than 4 million children in the UK that live below the poverty line today. For those families, Christmas is a luxury that they simply can’t afford. Cash For Kids helps those families that are living in poverty, by rallying the community to buy one extra gift, and making sure that gift makes its to a child or young person that wouldn鈥檛 otherwise get a visit from Santa. 鈥淚n order to do that, we set up the most incredible operation. We recruit more than 1,600 drop off points across the UK, with phenomenal partners like B&M鈥�, says Emma Brown.

For B&M, the partnership is deeply rooted in its stores and communities, turning its stores into drop off points where customers can donate gifts. Mission Christmas now sits at the heart of B&M鈥檚 festive activity calendar and has become a defining part of what Christmas represents for the brand. Shelley Robinson says; 鈥�The campaign perfectly aligns with who B&M is as a brand 鈥� it鈥檚 not about brand exposure in the traditional sense, it’s about showing up in a way that’s meaningful and authentic.鈥�

The session highlighted the unique power of audio to create emotional connection and drive collective action. Through Mission Christmas, it highlighted audio鈥檚 ability to reach diverse audiences at scale while bringing real-life experiences to the forefront, helping people better understand the challenges families face and inspiring them to act. Shelley Robinson noted, 鈥淎udio has the ability to connect emotionally and locally at scale, helping turn awareness into participation.鈥�

A key theme was how the partnership builds authenticity, trust and emotional connection with customers 鈥� and how audio sits at the heart of this, amplifying the campaign鈥檚 purpose and urgency and complementing other channels by driving deeper engagement and participation.

Since its launch, Mission Christmas has raised over 拢100 million and supported more than 2 million children across the UK. Emma Brown said; 鈥淢ission Christmas is a rallying call to our communities. We reach 25 million people with this campaign and last year alone we raised almost 拢17 million鈥�.

The session emphasised audio鈥檚 role in uniting communities, turning awareness into action and rallying people around a shared purpose. It also talked about how Mission Christmas is more than a seasonal campaign; it鈥檚 central to B&M鈥檚 brand. It aligns with their community-focused identity and reinforces trust with customers, demonstrating how audio-led partnerships can deliver both meaningful social impact and long-term brand value.