This Christmas, Free Radio Cash for Kids have launched their first ever Mission Christmas campaign.
The aim is to gather as many new and unwrapped presents for young, disadvantaged people in the West Midlands up to the age of 18 as possible.
Already making a difference is Roma, a young girl living in Coventry, who has decided to give up her birthday presents and donate them to 'Mission Christmas'.
Roma said: "There are people like myself who get so many presents on their birthday and I know there are children out there who don’t even get one, I just wanted to help".
With the help from Free Radio, Coventry BID and Coventry City Council’s ‘Looked After Children' and Participation Teams, over 500 presents are hoped to be gathered in time for Christmas.
The drop-off point for gifts will be at the Coventry BID offices at the Old Grammar School in Bishop Street, Coventry. Presents can be handed in between 11am and 3pm, Monday to Friday until Wednesday, December 13.
Councillor Ed Ruane, Cabinet Member for Children's Services said: "It's great to see Free Radio's Mission Christmas 2017 campaign being launched this year, as it'll hopefully make a big difference to local children in poverty.
"We have specifically linked this year with our own Children's Services and Looked After Children Teams and colleagues to encourage local businesses and local people to donate presents to this fantastic cause.
"I hope the campaign is extremely successful and helps make this a great Christmas for as many children in Coventry and Warwickshire as possible".
Tom Reeves, Charity Fundraising Executive for Free Radio said "Cash for Kids are thrilled to have the support of Coventry City Council and Coventry BID for our first ever Mission Christmas.
"We hope to ensure every child living in poverty in Coventry and Warwickshire has both a smile on their face and a gift to open this Christmas day."
In true Coventry spirit, all of the money and presents donated will stay within the city by going to local, deserving children.