The NSPCC has launched a partnership with Ladbrokes that could raise £1 million and lead to massive promotion of its Child Protection Helpline.
Ladbrokes has agreed to carry the helpline number on all of its estimated 25 million betting slips this year, the first time it has offered this service to a charity.
It follows the bookmaker's decision to adopt the NSPCC as its charity of the year. "Ladbrokes is a much sought-after corporate partner because it uses fundraising as part of its management ethos,
said NSPCC's spokeswoman Rebecca Osborne. "It is an extremely effective fundraiser and we are delighted it has chosen to work with us."
The partnership, launched last week by TV sports presenter Gabby Logan under the strapline "You bet we'll help stop child cruelty", will drive the charity's Full Stop campaign, which helps the hidden victims of child cruelty, to the next stage.
Osborne explained: "We have been successful in raising awareness of the problem of cruelty, now we are trying to turn awareness into responsibility and action.
"By putting our number on their betting slips, Ladbrokes is taking a corporate lead by taking responsibility and delivering action."
Logan, presenter of ITV's On the Ball, has agreed to stand as patron of the partnership.
Alan Ross, managing director of Ladbrokes, said: "This is a brand new initiative for us. We have never utilised our betting slips in this way before and we are excited to make a tangible, practical contribution to the NSPCC to mark our partnership with them.
"We hope to make the freephone number more widely known to all the adults who visit our 1,900 shops,
Ladbrokes will also run a series of fundraising events alongside the betting slip initiative this year from which it aims to raise £1 million.