Scotmid Co-operative has launched a partnership with Childline to raise money for the service which provides free and confidential support for children and young people who need help.
Collection tins will be placed in more than 300 Scotmid stores and staff will take part in fund-raising events.
The aim of the partnership is to raise £300,000 which will allow Childline to answer around 75,000 calls, emails and online messages from children and young people who need someone to listen to them.
With Scotmid also promoting ways staff and customers can volunteer for Childline, the NSPCC-run helpline hopes the partnership will also lead to more volunteers to help counsel children on a range of problems including exam stress, family issues, bullying and body image.
There will also be raffles, sponsored activities and dress down days in store to boost the money raised. Scotmid staff will also be taking part in running, cycling and climbing events.
“We are thrilled to be working alongside Childline,” said Malcolm Brown, Head of Corporate Communications for Scotmid Co-operative. “Childline’s vital work is already resonating with our staff and customers. This is set to be another exceptional charity partner for the Scotmid family.”