The Birmingham Evening Mail has launched its biggest charity appeal – to raise £1m for the city’s children’s hospital.
The Mail started the appeal after being approached by Midlands-based charity Well Child.
The cash will pay for the creation of a centre to research childhood diseases. The paper has three reporters charged with covering the appeal – two working on related human interest stories and one covering fundraising events.
Editor Roger Borrell said: “It’s the biggest appeal we’ve ever done. We will be looking for support from businesses as well as readers. “I don’t know how many regional papers have raised a million but I shouldn’t think it would be many. “The response has been amazing. We knew from past experience that people of the West Midlands had a generous nature and all the signs are that they will rally round to raise the £1m needed.”
The appeal has already been boosted by a £5,000 donation from parent company Trinity Mirror.
Just under two years ago, an Evening Mail appeal for children in Malawi raised £175,000.