Newsquest is to give away £6m of free advertising across its regional news brands in a partnership with the UK’s leading children’s charity.

The publisher is joining forces with national child protection charity the NSPCC to help support it in its 140th anniversary year.

Central to the partnership will be Newsquest gifting the charity with advertising to the value of at least £6m across its portfolio of more than 200 titles, both online and in print.

It will also include promoting local workshops and digital training sessions to help people spot the signs of abuse and neglect, and Newsquest staff participating in volunteering and fundraising during the year.

Henry Faure Walker, CEO at Newsquest and Sir Peter Wanless, CEO at NSPCC launch the partnership at charity’s London HQ

Newsquest chief executive Henry Faure Walker said: “The work of the NSPCC and in particular Childline is so important, and we want to do our bit to support this.

“This will be the largest ever initiative Newsquest has run in support of a single charity, and we hope that it will make a real difference to the NSPCC in the amazing work that they do preventing abuse and helping rebuild children’s lives.”

Sir Peter Wanless, CEO of the NSPCC, added: “We estimate that half a million children across the UK suffer abuse each year, so our mission at the NSPCC is to make sure that everyone plays their part in keeping children safe.

“We are hugely grateful to Newsquest for this amazing opportunity to give readers greater insight into the work of our staff and volunteers as well as how they can help protect children.

“In the coming months, articles will feature a range of ways to fundraise and donate, which will help us continue our vital services such as the NSPCC Helpline, Childline and our work in schools helping children understand healthy and safe relationships.

“We will also signpost to workshops and resources to help parents and carers with everyday challenges and highlight our ongoing campaigns that put the spotlight on children and their safety.”

The NSPCC was launched in 1884 and has helped millions of children during the last 140 years, while Childline was founded by Dame Esther Rantzen in 1986 before merging with the charity in 2006.