Zog flies in to help Trust launch new charity

16th Nov 2016

THE MUCH-LOVED children’s character Zog is helping launch Sandwell and West Birmingham Hospital’s ‘Your Trust Charity’.

The creation of author Julia Donaldson and illustrator Axel Scheffler, Zog the dragon has entertained young children since he landed on bookshelves in 2010, and the latest book to feature his exploits Zog and the Flying Doctors has just been released.

Eight year old Charlotte Winwood is excited at the prospect of meeting one of her favourite characters at the launch. She said: “I’ve been telling all my friends at school that Zog is coming to New Square for the storytelling. I love reading about him and can’t wait to see him. I think Princess Pearl is amazing and a very good doctor.”

Head of ‘Your Trust Charity’ Johnny Shah said: “We are delighted that Zog will be at our launch at New Square Shopping Centre on Sunday 20th November. There will be a host of entertainment on offer for young and old alike, with story time, photo opportunities and glitter tattoos.

“Your Trust Charity plays an important role in the service we are able to provide to patients across Sandwell and West Birmingham Hospitals, with money raised going towards enhancing the patient experience by improving facilities and the environment for patients, providing extra equipment and additional non-medical resources to help patients recover more quickly.

“We are doubly delighted to be the chosen charity of both New Square Shopping Centre and West Bromwich BID (Business Improvement District) this year, as the generosity of local shoppers and the community in the past has made a real difference to some of our most vulnerable patients.

“With the support of both groups and the diverse communities we serve, the NHS service we offer will be amongst the best anywhere in the country.”

Tracey Richardson, Partnership and Licensing Director at Louis Kennedy said, “When I heard from the publisher Scholastic, about the new Zog book I immediately made the connection with “Your Trust Charity” which was set to relaunch. The fit is perfect and I think the event will be really magical.”

Steve Burr, Centre Manager at New Square commented: “We’re very excited to be welcoming Zog to New Square and can’t wait to hear Julia Donaldson’s new book about him. The centre is proud to be supporting Sandwell Hospital’s Your Trust Charity, raising funds for vital equipment and facilities that support people within our local community.”

West Bromwich BID manager John Hodgkiss added: “We are delighted to be supporting the Trust Charity this year. It’s great to be helping such a great cause, especially at this time of year.”

The event is on from 12noon to 3pm at the shopping centre, with free parking and goody bags for all the children.

You can also see ‘Your Trust Charity’ at the big Christmas Light switch on in West Bromwich at 4.30pm on Thursday 24th November.


Issued by Sandwell and West Birmingham Hospitals NHS Trust. Contact 0121 507 5303

Note to Editor


About Louis Kennedy

Louis Kennedy – Delivering Cause-Related Solutions

Louis Kennedy helps the world’s leading brands, retailers and licensors achieve extraordinary results through CSR consultancy and Cause-Related Marketing. The agency identifies innovative strategic opportunities and connects relevant partners, building brand awareness and consumer loyalty. Louis Kennedy’s campaigns have raised over £200 million for good causes since 2001. To learn more about Louis Kennedy visit www.louiskennedy.com


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