ITV has teamed up with Asda and Global Radio to launch a major charity campaign that will culminate in two Christmas entertainment shows.
Text Santa aims to raise awareness and money for the most vulnerable at Christmas and has chosen nine organisations, including Carers UK and Great Ormond Street Hospital, which will benefit from donations.
The Red Nose Day-style scheme will be promoted across a broad variety of ITV shows and advertising campaigns over the festive period, as well as being plugged in Asda stores and by Global Radio and Heart Radio. Other commercial partners are expected to come on board in the coming weeks.
Furthermore, ITV1 has commissioned ITV Studios to produce two entertainment shows around the campaign.
The programmes - which will also be titled Text Santa - will air in early December and at the heart of ITV1’s Christmas schedule and feature “major names” from television, music and showbusiness. No further details are yet available.
- Title: Text Santa
- Producer: ITV Studios
- Channel: ITV1
Peter Fincham, ITV director of television, said: “This is a superb opportunity for us to throw the weight of the UK’s biggest commercial broadcaster behind a brand new charity initiative and event.”
Viewers and consumers will be able to donate money throughout the campaign via text, as well as by landline, online or at banks.
Text Santa was developed in collaboration with Freud Communications.
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