Make Believe is a new design initiative that has been introduced to support children’s charities across the city through the Cash for Kids Christmas appeal. Ten creative agencies are donating and exhibiting pieces of art based on classic children’s literature.

Each agency has had three weeks to turn a randomly assigned quote, from stories such as Alice in Wonderland and The Jungle Book, into a modern work of art, suitable for poster print and limited edition merchandise.

“It means a lot to me that we can use our creativity for good. I’m so glad we’ve had such a good turnout from Leeds’ creative agencies – it’s not often we get to come together in this way”, said Ged Savva, Director of Magpie Marketing who is coordinating the initiative.

“Through this exhibition and initiative, we want to remind people about the importance of innocence and childhood. We aim to help children across Leeds have better childhoods for longer through the money we raise.”

Radio Aire’s Cash for Kids charity helps disadvantaged children across Leeds and West Yorkshire. Last year it helped over 60,000 children, improving their quality of life with donations including specialist equipment, counseling and beds for children who have fled from abuse or exploitation.

“Sadly one in four children in West Yorkshire lives in poverty, so Mission Christmas aims to make sure every child has a Christmas to remember and receives a gift on Christmas Day”, said Lisa Sullivan, Manager of Cash for Kids. “We are delighted to be the chosen charity for Make Believe and are excited to see what the agencies create!”

The ten designs will officially launch at an exhibition at Victoria Gate shopping Centre in Leeds on 30th November and the artwork will be available for pre-sale at from the 1st December.


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