Now in its seventh year, Salvation Army bosses decided to broaden the scope of the 'Pass the parcel' campaign to include clothes and toiletries. The change came about after discussions with ITV1 show This Morning, which suggested the broadened remit would appeal to its family audience. The campaign will kick off on the programme on 14 November.
The Salvation Army has also recruited high-street chemist Superdrug to back the scheme. The chain will promote the campaign in-store and act as a drop-off point for donations.
The charity's regional press offices will enlist local celebrities to help promote local activity. It is also filming footage of its distribution centres for inclusion in local news programmes.
People can donate gifts until 11 December.
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