Regional publisher Newsquest is asking readers to donate toys or cash to its Christmas appeal this season in conjunction with its charity partner the NSPCC.

Newsquest’s year-long partnership with the NSPCC has seen it donate more than £6m worth of free advertising to support the charity’s work.

Now it is asking readers to help bring hope to children over the festive season by either buying toys or making a £20 donation to Childline.

The publisher’s NSPCC Christmas appeal will run across its 200+ UK titles in print, as well as reaching a monthly digital audience of over 50 million online users.

The NSPCC says its Childline counsellors will hear from a child struggling to cope with abuse or loneliness every 45 seconds.

NSPCC chief executive Sir Peter Wanless said: “There were almost 5,500 counselling sessions delivered by Childline to children and young people last Christmas, over the phone and online.

“At a time when children should be asking about Santa and when they can open their presents, thousands of children need support on how to stay safe from abuse, how to cope, and how to stop feeling so lonely.

“Our partnership with Newsquest Media Group this year has been a fantastic way to share important information about our services and campaigns.

“We are so grateful to the company and all its news titles for sharing the campaign, which will raise vital funds and help our Childline counsellors be there to answer children’s questions this Christmas.”

Henry Faure Walker, chief executive of Newsquest added: “It has been a delight to be able to support the NSPCC throughout this year – and I hope that we can spread some festive cheer by helping them to raise as much funds as possible to help children this Christmas.”