Income Generation News
Toby Bakare
Published 24 August 2011

The ITV1 show Born to Shine has raised £1.778 million from viewer contributions for

the charity Save the Children.

The six-week show, Born to Shine, which had a Sunday primetime slot, saw a variety of celebrities attempt new challenges with the aid of child mentors. It was eventually won by the comedian Jason Manford, who performed opera.

Money was raised via a variety of sources including viewers voting for their favourite stars, fundraising activities and donations following the broadcast of films highlighting the charity's work. Chris Tarrant, Dervla Kirwan, Paul O'Grady and host Natasha Kaplinsky fronted films whilst Helena Bonham Carter and Ashley Jensen lent their voice to films.

Photo courtesy: itv

In a further boost for the charity DfID (Department for International Development) has promised to match the money raised during the final week of the show as part of its UK Aid Match scheme. This is a new initiative which has been designed to match money raised for development causes through public appeals The Born to Shine campaign is the first campaign to receive money from UK Aid Match.

"Born to Shine has been a huge success. Not only have it raised an impressive £1.778 million, which will literally help us save thousands of children's lives, but we've also had the opportunity to reach directly into the living rooms of the UK public and impress on them the need and urgency of our work, whether this be helping mothers survive or stopping children dying from chronic malnutrition," said.

Justin Forsyth, chief executive of Save the Children. "Born to Shine has played a vital part in Save the Children's ongoing campaign No Child Born to Die, which aims to save 15 million children's lives by 2015."

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