Throughout April, for every video or DVD rented at Xtravision, the company will make a donation to the Barretstown charity, which provides a medically-endorsed programme of arts, adventure and fun activities for children with serious illnesses.
The initiative hopes to raise over €100,000 enough for up to 30 children take part in the programme of therapeutic recreation that enables children with cancer, blood disorders or other serious illnesses "to rediscover their childhood".
Each customer who rents a DVD or video will also receive a scratch card with instant prizes such as money-off vouchers and rentals as well as a chance to win a holiday or a car.
The fundraising initiative, 'Serious Fun Serious Prizes' will generate money for Barretstown's 10th anniversary. Barretstown, at Ballymore Eustace, Co Kildare, was founded by Hollywood legend Paul Newman in 1994 and by the end of this year more than 10,000 children and family members from 21 European countries will have taken part in its programmes.
It cost €3.8 million annually to run the programmes and Barretstown depends on corporate donations and fundraising.
For more details contact 045 864115 or www.barretstown.org.