Southern Cross Austereo (SCA) has launched its annual regional Australia toy drive ‘I Believe in Christmas’, to support the Salvation Army and collect toys for disadvantaged children.

Running in all of SCA’s regional markets for a four-week period from Monday 17 November, the heartfelt appeal encourages local communities to donate new toys and brighten the Christmas period for thousands of Australian families that would otherwise go without.

Last year, I Believe in Christmas saw over 19,400 toys donated to the Salvation Army, with this year’s aim to raise even more, with a focus on toys for teenagers. SCA’s regional markets will support the campaign in a variety of ways including on-the-ground, on-air and online activity, as well as dedicated drop-off locations in each community.

Southern Cross Austereo CEO Rhys Holleran said: “Christmas is a time of celebration and spending time with loved ones, but unfortunately not all families experience the joy the festive season brings. I Believe in Christmas is such an important initiative which we are proud to drive each year. It’s an opportunity for us to facilitate a meaningful contribution to the community and support those who are doing it tough – and ultimately, help put a smile on a child’s face through the simple act of giving a Christmas gift.”

Major Bruce Harmer from the Salvation Army said: “It is important to acknowledge that for the most vulnerable in the community, Christmas can be a time of loneliness, sadness and despair. The Salvation Army calls on Australians to help make this Christmas a special time for everyone in the community who may find this period of the year a struggle.”