NCH is responding to a dramatic increase in demand for disability services in the West Midlands with a fundraising drive in newspapers across the region.
Five years ago, the charity supported 200 children and young people in 100 families in the West Midlands. Now its disability services support 1,100 children in 600 families.
"There is a real demand for accessible, connected services in the Midlands," said Simon Burne, NCH director of fundraising. Around 75 per cent of the UK population now lives within five miles of an NCH project.
Last November, the charity launched a two-year campaign to raise £250,000 to support disabled children and their families, and has so far raised £50,000.
"We don't have an advertising budget for the West Midlands campaign, so securing editorial coverage has been vital," said Burne. "It's very fortunate for us that there is a huge range of regional press in this part of country."