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George at Asda and BBC Children in Need celebrate 21 years with new celebrity driven campaign

Camilla Rydzek
09 November 2021

To celebrate the 21 years of George at Asda's collaboration with BBC Children in Need, a number of celebrities are modelling the new official campaign t-shirt.

BBC Children in Need will use 48% of the sale price to fund the Emergency Essentials Programme, which supports children and young people who are living in severe poverty. Along with families and individuals living with additional pressures such as domestic violence, disability or poor health.

The shirt range is an extension of George’s Easy on Easy Wear collection, which is designed to make the garment easier and more comfortable to wear for children with sensory-sensitive needs.

Supporting the cause this year with portraits and ‘doortraits’ (a style of portrait developed during the pandemic featuring subjects photographed in or outside their own homes) are television personality Ferne McCann and her daughter Sunday, singer/songwriter Sophie Ellis-Bextor, TV presenter Laura Whitmore and musician Professor Green.

Prices start from £5, with children’s sizes available from 4-14 years and adult sizes available from S – XXXXL.

George Asda and BBC Children in Need t-shirt collection as modelled on Laura Whitmore

George Asda and BBC Children in Need t-shirt collection as modelled on Laura Whitmore

George at Asda is also selling an official BBC Strictly Come Dancing collection including a shirt, onesies, activewear and nightwear. 32% of the sale prices will also go to BBC Children in Need.

Over the past 21 years Asda has raised more than £26 million for the charity, which is supporting over 2,500 local projects in communities across the UK for disadvantaged children and young adults.

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