We’re thrilled to announce the official launch of our new fundraising project, Make Believe!

Make Believe is a design initiative we’ve created to raise much-needed funds for Radio Aire’s Cash for Kids. We’ve invited 10 creative agencies from across Leeds to celebrate the season of goodwill by joining us in creating, donating and exhibiting a bespoke piece of artwork based on a selected quote from classical children’s literature.

Yesterday (6 November) marked the beginning of the project, when we invited members of each agency to a launch lunch at Radio Aire. Lisa Sullivan, manager of the Cash for Kids charity, randomly assigned the chosen quotes to each agency. The design briefs include famous quotes from Alice’s Adventures in Wonderland, The Jungle Book and The Owl and the Pussycat.


Ged, Creative Director at Magpie said:

“Being on the local exec board of Cash for Kids, it means a lot to me that this initiative has been so well received. I’m so glad we had such a good turnout from Leeds’ creative agencies – it’s not often we all get to come together for a good cause.

“Through this exhibition and initiative, we want to remind people not to take for granted the importance of innocence and childhood. We aim to help children across Leeds have better childhoods for longer through the money we raise.”

Each agency now has just under three weeks to get creative and interpret their quote into a modern day work of art, suitable for poster print and limited edition merchandise. The products will then be created by our print partner Awesome Merchandise and sold in the build up to Christmas to raise money for Cash for Kids.

We are working with Cash for Kids, a local charity who help disadvantaged children across Leeds and West Yorkshire from birth until 18 years old. Last year the charity helped over 60,000 children, improving their quality of life with specialist equipment, counselling and beds for children who have fled from abuse or exploitation.

All the profits from the Make Believe project will be donated to their Christmas campaign, Mission Christmas, which helps to ensure every child gets a gift on Christmas Day.


Lisa Sullivan, Manager of Cash for Kids said:

“Sadly 1 in 4 children in West Yorkshire live in poverty, so Mission Christmas aims to make sure every child has a Christmas to remember and receives a gift on Christmas Day. We are delighted to be the chosen charity for Make Believe and are excited to see what the agencies create!”

We will be officially revealing the designs at a launch exhibition at Victoria Gate shopping Centre in Leeds on 30th November and the artwork will be available on pre-sale from the 1st December with items being delivered by Christmas. We’ll keep you posted over the coming weeks on how you can get your hands on this limited edition merchandise – all for the best possible cause!


This project has been made possible with the support of our Make Believers:

  1. Something More
  2. Journal
  3. Thompson Brand Partners
  4. Magpie
  5. Epiphany
  6. Ilk
  7. Lee Goater
  8. Build
  9. Rabbit Hole
  10. TwentySix digital (currently TBC)

And special thanks to our print partner Awesome Merchandise and host Victoria Gate, Leeds.