Scotmid Co-operative has launched a partnership with Childline with the aim of raising £300,000 for the service that provides free and confidential support for children and young people who need help.

The group will display collection tins in more than 300 stores while staff will also take part in fundraising events including raffles, sponsored activities, dress down days and running, cycling and climbing events.

The aim of the partnership is to raise funds to allow Childline to answer around 75,000 calls, emails and online messages from children and young people in need.

Malcolm Brown, head of corporate communications for Scotmid Co-operative, said: “It’s crucial that Childline is there 24 hours a day, seven days a week ready to help a child. Childline’s vital work is already resonating with our staff and customers. We hope to raise £300,000 to fund 75,000 contacts with Childline, helping them with their aim to be there for every young person and every childhood. This is set to be another exceptional charity partner for the Scotmid family.”

NSPCC Scotland fundraising executive Deborah Quinn said: “We are excited that Childline has been chosen as Scotmid’s charity partner this year. Scotmid recognised that raising funds and boosting volunteer numbers is vital in achieving this and they are determined to meet their targets and help as many children as possible.”

The partnership comes as Childline celebrates 30 years since being set up by Dame Esther Ranzten in 1986. The NSPCC-run helpline hopes that the partnership will also lead to more volunteers to help counsel children on a range of problems.