Lights, content, action: Oxford Street's Christmas lights partners with NSPCC

The NSPCC has been named the official partner of the switching on of Oxford Street's Christmas lights, as part of the charity's new Little Stars campaign, which also includes a content and advertising deal with the Metro and Daily Mail.

Oxford Street Christmas lights
Oxford Street Christmas lights

The 1,778 gold and silver baubles, which have been installed in recent days, will be illuminated for the first time on 6 November in a ceremony organised by the New West End Company - the UK's largest not-for-profit business improvement district, which promotes and improves Oxford Street, Regent Street and Bond Street.

The lighting-up ceremony will again partner with radio station Capital, which in previous years has bought stars including Kylie Minogue, Robbie Williams and The Spice Girls to the event.

As part of the Little Stars campaign, members of the public will be asked to donate £5 to dedicate a light to someone special in their lives. Money raised will go to the NSPCC's helplines and national services, which both keep children safe and help them recover when they have fallen victim to some form of abuse.

The Little Stars campaign will be supported by an 11-week partnership with the Metro and the Daily Mail, which will see editorial and advertising content running in the papers and online on a weekly basis until Christmas, and a fundraising auction launching in November.

Another partner on the campaign is Hasbro, which is helping the NSPCC run a Kids Christmas VIP Day ahead of the 6 November switch-on. The street will be traffic-free from noon to 7pm on that day.

The New West End Company retains Four Rain - the company formed when Four Communications acquired Rain Communications in July - for PR.

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