November 10, 2010 01:01 ET Announces Young Fundraiser of the Year at the 2010 Pride of Britain Awards

LIVERPOOL, UNITED KINGDOM--(Marketwire - Nov. 10, 2010) -

Editors Note: There is a photo associated with this press release.

Cameron Small, a 12-year-old boy from Preston, has been the first to be recognised as Young Fundraiser of the Year at the 2010 Pride of Britain Awards.

Collecting the first ever Pride of Britain award which recognises youngsters under the age of 16, who go the extra mile to raise money for good causes, Cameron collected his award at a star-studded event attended by HRH Prince of Wales and more than a 100 stars including Cheryl Cole Simon Cowell, Sir Ben Kingsley, Dannii Minogue, Sir Tom Jones and host Carol Vorderman.

The award was presented to Cameron following his inspirational story that saw him overcome the odds to go on and raise significant funds to help others.

Despite suffering from a rare blood disorder which has seen him spend too much of his young life in hospital, Cameron has raised almost £100,000 for sick children and helped spearhead an appeal to raise £20 million for a new children's hospital.

He has endured over 900 hospital visits since he was diagnosed with Evans Syndrome, aged one - more than most people would face in a lifetime-a rare auto-immune disease in which an individual's antibodies attack their red blood cells and platelets.

Yet despite this trauma, he has raised over £95,000 for Manchester Children's Hospital. He says: "When I was in hospital I was really ill and really bored because there was nothing to do. I wanted to raise money to buy things for other sick children so they wouldn't be bored like I was."

The turning point for Cameron was when, aged four, he noticed a brass plaque on a hospital television set and decided to raise money to buy more. Within the first two months he had raised enough for two TV sets for the ward.

"We set up a raffle which was good fun and nice to get enough money to help the hospital," he says. "All the nurses and doctors were so nice to me when I was ill and it meant I could say thank you."

His fundraising activities have since ranged from sponsored walks and runs to lying in a bath of baked beans and a mass sandcastle building marathon, at Lytham St Annes near his home in Grimsargh, Lancs.

Cameron was given his award as part of the 12th annual Pride of Britain Awards in London on Monday 8th November. The event, sponsored by online shopping website, celebrates the achievements of the nation's unsung heroes. It was the highest rated awards show on British TV last year, beating the Brits, Baftas and even the Oscars, with around 7 million viewers.

The Young Fundraiser of The Year award is a long overdue category within the Pride of Britain Awards and was set up to recognise the inspiring and selfless determination of young people who make a positive difference.

Littlewoods ambassador Coleen Rooney said: "Cameron's story is truly heart-warming. It's amazing that someone so young can not only survive such an ordeal with a huge smile on his face, but go above and beyond to help others in a similar position to him. He is an inspiration to us all and a worthy winner of the first ever Young Fundraiser of the Year Award."

Gareth Jones, Retail Director of Shop Direct Group of which is a part, said: "Everyone at is proud and delighted that Cameron has become the first ever Young Fundraiser of the Year. He is an inspiration to us all and perfectly embodies what the Pride of Britain Awards is all about – recognising real people and the exceptional endeavours they have made to help others, in spite of overwhelming odds."

The Pride of Britain Awards will be screened on Wednesday 10th November, 8pm, ITV1.

About Shop Direct Group and

• Shop Direct Group is the UK's largest online and home shopping retailer with sales of circa £1.7 billion 

• The Group has 5 million active customers 

• Shop Direct employs around 9,500 people

• Brands include Littlewoods,,, Littlewoods Ireland, Littlewoods  Europe, Additions, Great Universal, Choice, Kays, Empire Stores and Marshall Ward 

• We are the largest full price branded clothing and footwear retailer in the UK 

• We are the 2nd largest online clothing retailer in the UK 

• We are the 4th largest furniture retailer in the UK 

• We are the 4th largest sportswear retailer in the UK 

• We are the 5th largest electrical retailer in the UK 

• Shop online at, or 

• Shop Direct Group Financial Services offers customers a wide range of credit, insurance and warranty products 

• For more information on our home working programme please visit

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