Bay Media proud to support Toys4Birmingham and Great North Run
4th November 2025
Bay Media is supporting Thrive Together Birmingham’s fantastic Toys4Birmingham 2025 appeal.
As part of their social value commitments, they are always looking for impactful local projects to support and they discovered this brilliant initiative through the ‘Match My Project’ portal, which connects businesses with community causes.
Their donation of £1,500 has been used by the charity to purchase over 730 brand-new toys and gifts, giving this year’s appeal a great head start.
A Hugely Important Initiative
For many families, the pressure of Christmas can be overwhelming, especially with the rising cost of living. In Birmingham, where 42% of children are currently living in poverty, the Toys4Birmingham appeal provides a vital lifeline of support.
Now in its fifth year, the appeal is a powerful city-wide partnership. It’s run by Thrive Together Birmingham in collaboration with Birmingham PlayCare Network, Warwickshire Cricket Foundation, and the Birmingham Mail, who all come together to collect, sort, and distribute around 15,000 gifts each year.
More Than Just A Gift
What they really love about this project is its focus on dignity. Instead of just handing out pre-assigned presents, the appeal works with local charities to create ‘pop-up shops’. This allows parents to come and choose the gifts they know their children will love. It’s a wonderfully thoughtful approach that gives families choice and preserves the magic of Christmas.
Fred Rattley, the Chief Executive of Thrive Together Birmingham, said: “Your generous donation is going to make a real difference. Your support is really important to us, not least because it has given us such a good start to the 2025 appeal.”
Working Together to Make a Difference
The toys were sourced through In Kind Direct, a Prince’s Trust charity that helps businesses distribute surplus products to good causes, ensuring donations go as far as possible.
Ieuan Marsh, Bay Media's Managing Director, said: “We’re so proud to support the fantastic work of Thrive Together Birmingham. The Toys4Birmingham appeal is an inspiring community effort that makes a real difference, and we’re delighted to play a small part in that.”
Bay Media also saw their recent campaign for the Great North Run create a very special moment.
Michelle and her son Theo have taken part in the Mini North Run for the past three years. The Mini North Run is part of the iconic Great North Run, which is one of the world’s largest half marathons, held every year along the Newcastle and Gateshead Quayside. It’s a celebration of community, charity and determination and the Mini Run is the perfect way for young runners to feel part of that excitement.
This year, as Michelle and Theo walked to the start line, Theo looked up and shouted: “That’s me!” Sure enough, his photo was proudly displayed on one of Bay Media's 28 promotional lamppost banners in the area.
After the run, Michelle reached out to Bay Media hoping to get hold of the banner and they were thrilled to help. Now Theo has a lasting memento of a very special day.
Bay Media say moments like Theo’s are the most rewarding part of our work. We love seeing how the campaigns we help deliver become part of the community’s experience, creating special memories that last long after the event itself.
Theo’s passion and excitement for the Mini North Run show exactly what the Great North Run is all about. We wish him every success in future races – he’ll always be a star to us!