The magic of Christmas is being kept alive by a Dundee scheme to help the city’s poorest children — backed by a host of stars.
The Christmas Toy Appeal, organised by Discover Opportunities in partnership with Help for Kids, is making sure every child gets to experience the excitement of the holiday with a sack of gifts.
Celebrities such as Dundee band The View and Paolo Nutini have donated items that will be auctioned off to raise some of the money needed for the toys.
Kiley West, Opportunities for All manager at Discover Opportunities, said: “It’s not the kids’ fault that their parents are struggling and they shouldn’t miss out on the joy of Christmas.
“Our aim with this appeal is to keep the magic of Christmas alive for everyone.”
She said the appeal last year raised enough for £27,000-worth of presents to be distributed to the 350 or so children identified as in need. These children received a bundle of gifts, worth about £75, to ensure the bottom of the tree was far from sparse.
Kiley expects this year to be the biggest toy appeal ever.
“There’s been a lot of interest. We’re completely overwhelmed by the level of interest and the generosity we’ve been shown so far,” she said.
“For the past three years we’ve worked with Help for Kids and been able to reach a lot of deprived communities. This year is going to be great.”
She pointed out that the 350 or so children who received gifts in 2014 was more than twice the number than in 2013.
Annemarie Smith, fundraising manager at Help for Kids, said: “It’s amazing the number of people that are getting involved. So many people want to do something to help.
“Poverty is a big issue in Dundee, with about 28% of the city’s children falling below the poverty line. We can’t eliminate poverty but we can alleviate it at a time of year when childhood is encouraged.”
Kiley provided an example of how much this appeal can mean to a child in poverty.
“We had one girl, she was 12 or 13, and she is exactly why we do this,” she said. “She received her presents and she was absolutely delighted, not because she had gifts, but because she didn’t have to lie when she went back to school after the holidays.
“She was able to enjoy her Christmas and be a child full of excitement. She got a chance to experience first hand what she had been pretending to and that’s a wonderful thing to help achieve.”
The children likely to need this initiative this year are identified by professional agencies and referred to Discover Opportunities. The aim is for the work to continue beyond Christmas to improve a family’s situation and to enable them to be removed from the list for the following year.
Signed memorabilia donated by Dundee United, Kaiser Chiefs, Paul Lawrie, ice hockey team CCS Stars, Paolo Nutini and The View will be put up for auction online.
The two highest bidders for each item will be asked to take part in a live, on-air auction with WAVE 102. Funds raised will go towards buying gifts.
There are more than 18 drop-off points in businesses across the city and a Giving Tree in the Overgate where the public can donate.
To do so, you take a tag, buy a gift for a boy or girl up to 16 years old and donate it unwrapped to customer services in the centre.
Various fundraising events are organised to add to the total gifts and money received.
In the lead up to Christmas, the Toy Appeal continues to look for donations but also volunteers to dress up as an elf and help with the Lapland-themed wrapping and packing sessions.
For further information, call the appeal on 01382 434460.