Morrisons has announced that it will be supporting Save the Children and a brand new ITV1 entertainment series called Born to Shine, airing every Sunday at 8pm from 17th July. It features some of the UK’s most talented children as they mentor 15 celebrities from tap dancing to rapping. After training, the celebrities will perform their new skills live to the nation, competing for a place in the live final on Sunday 21st August. The show will raise money for Save the Children’s life changing work and features celebrities visiting their projects all over the world.
It’s understood that the show will culminate in a fundraising initiative featuring the celebrities whose performances attracted the most votes.
What a fantastic collaboration between the corporate, charity and media sectors this is, and one that is certain to raise the bar for Charity of the Year partnerships.
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