BBC Children in Need & McDonald’s form £10m partnership to support children & young people
Melanie May | 14 September 2021 | News
BBC Children in Need and McDonald’s have announced a partnership that will see the pair aim to reach up to one million children and young people facing disadvantage and help them reach their potential.
McDonald’s UK is committing to fundraise, together with its franchisees, customers and employees, a minimum of £10 million over the next five years to BBC Children in Need to support youth work the length and breadth of the UK.
The partnership comes as BBC Children in Need continues to address the lasting effects of the Covid-19 crisis on children and young people. It will help establish relationships between the projects funded by BBC Children in Need and McDonald’s restaurants in local communities throughout the UK, aiming to reach up to 250,000 young people and empowering McDonald’s’ 120,000 crew members to support community groups and projects near to them.
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The partnership will also signpost youth work services available in local areas – reaching an estimated 750,000 children and young people – through in-restaurant messaging and via the My McDonald’s App.
In addition, McDonald’s will also be hosting a dedicated fundraising window for BBC Children in Need in the autumn, as part of the charity’s annual Appeal. Donations can be made via the My McDonald’s App, Drive-thru and in-restaurant Kiosks, with the ability for supporters to choose how much to donate.
Simon Antrobus, Chief Executive, BBC Children in Need said:
“BBC Children in Need exists to ensure that every child or young person has the opportunity to thrive and be the best they can be, and at this crucial point in time, we are delighted that McDonald’s will be partnering with us to help urgently address the growing and complex issues affecting the UK’s children and young people by supporting our funding of youth work.
“Youth work is transformational and this remarkable investment from McDonald’s will change thousands of young lives and make a real and lasting difference when it is needed most.”
Paul Pomroy, Chief Executive Officer, McDonald’s UK & Ireland commented:
“The past year has had a significant impact on children and young people, leaving many feeling apprehensive about the future. We know that local youth projects and dedicated youth workers have a hugely important role to play here, from delivering mental health counselling to careers advice, however it’s an area that needs further investment. So we’re incredibly proud to be partnering with BBC Children in Need and using our scale for good to provide access to local resources needed for children and young people to thrive and succeed.
Last year’s BBC Children in Need Appeal raised £57m, beating 2019’s £47.8 million, despite the pandemic.
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.