Asda
Championing the mental health of young people.
AN INCREDIBLE 26 YEARS OF PARTNERSHIP
Since 2000, Asda has raised over £42 million for BBC Children in Need – supporting over 400,000 children and young people across the UK who need us most.
Following three years of Fuelling Potential, we are now embarking on a new mission: Championing the Mental Health of young people.
Mental health is a growing challenge for the UK’s children. Around 1 in 5 children in England have a probable mental health condition (1) and every three minutes, a child is referred to mental health services for anxiety (2). Hundreds of thousands of young people who need support face long waits (3) meaning that too many are reaching crisis point before they get the support they need.
But early action can make a real difference in halting the development of serious mental health issues before they take hold. And all children can benefit from simple, everyday activities that strengthen their mental health, reducing their risk of developing challenges later in life.
That’s why we’ve developed Mission Mental Healthiness in partnership with BBC Children in Need.
Together with our customers and colleagues, we will raise money to fund grassroots organisations throughout the UK, supporting children who are showing the earliest signs of mental health concerns. And we will raise awareness of the simple things we can all do to promote better mental health in our children.
Through this work, we will support positive mental health in the next generation.
We support projects across like: Reeltime Music
Young people with mental health challenges, who are socially isolated and struggle to engage with school have access to Tempo music workshops. Their safe, social and creative space helps them to improve confidence through developing their skills.
(1) NHS Digital Mental Health of Children and Young People in England, 2023 – wave 4 follow up to the 2017 survey Official statistics, Survey Nov 2023 *8- to 25-year-olds in England
(2) Guardian NHS referrals for anxiety in children more than double pre-Covid levels August 2024
(3) Children’s Commissioner Children’s mental health services 2023-24 May 2025
LOOKING BACK ON AN INCREDIBLE THREE YEARS OF FUELLING POTENTIAL
Over the past three years, Asda has fundraised for BBC Children in Need’s Fuelling Potential campaign, which supports children, young people and families by:
Tackling food insecurity
- Providing nutritious meals
- Creating safe spaces
- Funding holiday sessions offering support, respite and fun
Asda colleagues, customers and communities have helped us to raise over £11 million in this time, enabling the support of more than 100,000 children and young people.
Whether you picked up some Pudsey goodies from George, shopped our Official Tee, or donated online through your local Asda store – thank you – we really couldn’t do it without you.
Introducing the 2026 BBC Children in Need T-shirt…
Created by Emma Bunton and George at Asda, every T-Shirt helps support children and young people across the UK. All money raised through the sale of the T-shirt will go towards BBC Children in Need’s & Asda’s Mental Healthiness campaign, a collaboration designed to boost positive mental wellbeing for the UK’s children, young people and families.
