BUSINESS bosses are being urged to get involved in helping disadvantaged kids enjoy a better Christmas.
Now in its 53rd year, the Mr X Christmas Appeal sees thousands of presents donated by well-wishers distributed to youngsters across Swansea, Neath Port Talbot and Carmarthenshire.
Organised by the mysterious Mr X — who refuses to reveal his true identity — the scheme has captured the hearts of people across South West Wales over the decades.
Individuals, community groups, schools, charities and companies all get involved, and Mr X said he wanted to make a special appeal to firms to contribute.
He said: "Many local companies have become involved in the appeal over the years, and I would again urge them to take part. Many firms allow their staff time to organise collections and donations, and I hope they will do the same this year.
"This is a chance for companies to really help make a difference to children this Christmas."
Mr X started the appeal more than half a century ago after he took part in a scheme to give respite to children from a local orphanage.
Many thousands of youngsters have benefited from it since, and the appeal continues to go from strength to strength.
He added: "I'm not asking people to send money in or to go out and spend lots. The appeal is about buying a gift, however big or small, and showing a little bit of kindness and Christmas spirit.
"I would hate any child to wake up on Christmas morning without any presents — but through no fault of their own, some children face that prospect."
Collections of donated gifts are organised by three Mr X co-ordinators based in Swansea, Neath Port Talbot and Carmarthenshire.
The presents are then matched up with youngsters who are in need across South West Wales, and delivered in plenty of time for the big unwrap on December 25.
Mr X is calling on anyone who wants to get involved with this year's campaign to get in touch by Monday, December 3.
Each year, the Evening Post calls for people to take part in the Mr X Appeal — and readers always respond with great generosity.
While not run by the Evening Post, its founder — an 89-year-old retired businessman — has praised the paper for helping to promote the charity drive.
Mr X said: "The Evening Post has supported us from year one.
"The name Mr X was thought of by the Evening Post, and the support I have had has been fantastic. I couldn't run the appeal without the support of the paper."
To find out how to help contact Mr X on 01792 776233 or 07974 3900993.