Ferne McCann announced as new Cash for Kids Ambassador

September 5, 2025 — TV personality Ferne has appeared on ITV’s Ferne McCann: My Family & Me, The Only Way is Essex and I’m A Celebrity… Get Me Out of Here!

In her role as the charity’s ambassador, she will work with the team to raise awareness of the support it offers to vulnerable children and young people across the UK. Already through this partnership, and thanks to the support of Ferne’s partner Lorri, the charity has been given access to Shoorah: a comprehensive mental health and wellbeing app to use with young people who need some extra help.

This announcement comes following Ferne’s recent visit to one of the many projects supported by the charity’s Cash for Kids Day appeal – the Tower Hamlets Youth Sport Foundation Platform Cricket (THYSFPC). Cash for Kids Day raised funds for projects which provide activities and a meal for children during the summer holidays, when families who usually rely on free school meals struggle to put food on the table, let alone pay for trips. Thousands of young people across the UK have benefited from grants so far.

THYSFPC aims to bring cricket to children who otherwise could not afford to attend lessons, helping to improve physical and mental health outcomes, increase the number of children from disadvantaged and ethnic minority backgrounds taking part in the sport and fostering relationships within the local community.

Ferne McCann said: ‘I am truly honoured to become an ambassador for Cash for Kids – it’s an incredible charity that does so much for disadvantaged children and young people across the UK. It was a privilege to be able to see that work in action recently when I spent time with some of the children at the Tower Hamlets Youth Sport Foundation.

So many of the things that matter to Cash for Kids are important to me – whether that’s supporting children struggling with their mental health or shining a spotlight on the ongoing issues that the cost-of-living crisis is having on families. I’m committed to helping to raise awareness of the work that Cash for Kids undertakes in communities all across the UK as well as supporting its flagship campaigns, Cash for Kids Day and Mission Christmas. I can’t wait to get started on this journey together.’

Managing Director of Cash for Kids, Sally Aitchison MBE, said: ‘I am thrilled to welcome Ferne to the Cash for Kids family. Having already supported our annual Cash for Kids Day earlier this year – showcasing her vocals during our 12-hour karaoke party! – and now, having visited one of the incredible projects we support I’m delighted that she’s chosen to show her commitment to Cash for Kids by taking on the role of ambassador. We’re all looking forward to working together with Ferne to help make a difference to vulnerable children across the UK.’

Cash for Kids’ mission is to improve the lives of disadvantaged children and young people across the UK who are affected by poverty, illness, neglect or have additional needs. We believe that all children should be able to express their individuality, achieve their potential and live life to the full. As a grant-giving charity we work with grass-roots organisations aiming to make a difference to young lives, directly supporting families who often have nowhere else to go. Last year Cash for Kids raised over £23 million and supported nearly 600,000 children.