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ANT KIDS

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IN THE nineteenth-century we had Mark Firth, who set up Sheffield University, and J.G Graves, who established the Lyceum Theatre and donated Ecclesall and Abbeydale Woods to the city.

But who are today's philanthropists?


In the midst of one of the worst recessions in a century, there's less money, and time, for philanthropy. 

Already dozens of charities are struggling to meet costs as businesses tighten their belts.
But hope isn't lost.

Despite the financial apocalypse, a Sheffield businessman has set up his own charity to help disadvantaged children in the city.

Known as Ant Kids, the charity treats children who are poorly, disadvantaged or socially deprived.

It's founder, Anthony Hinchliffe, runs Ant Marketing, which specialises in market research for trade. Anthony set up the company twenty years ago around his dining room table, and has built it up to a 500-strong workforce.

The company has donated thousands towards helping children throughout the city.

"I have two teenage kids of my own and they have had a very comfortable childhood - I have made that a priority but as a family we have always been conscious of those less fortunate than ourselves."

Anthony was on the board of trustees for Help a Hallam Child, a charity that helps in children in South Yorkshire or the Midlands who are suffering from mental, physical or sensory disorders, suffering from behavioural or psychological problems, living in severe poverty or situations of deprivation, suffering distress, neglect or abuse.

Among the charity's trustees are Prince Naseem Hamed and Rt Hon Lord Hattersley. After five years, however, the charity replaces its trustees with new members, and at that point, in 2008, Anthony decided to set up his own charity.

"It occurred to me that during the credit crunch, when many businesses were fed up and reducing their charitable causes, that some of these children don't even know what the credit crunch is. It may well be a breakfast cereal to them. So as a firm we thought we'd raise money for needy children in Sheffield - both poorly children and those who are under privileged."

As part of the charity's support, it organises free fun activities for children such as pantomime at the City Hall. "Four years ago we hired the City Hall and had a Mother Goose production by the Manor Operatic Society. This year we hiring it again and the Manor Operatic Society will perform Cinderella."

Tickets are free, and each of the 2200 attendees will be given a free goodie bag stuffed with sweets and stationary, among other treats. Sheffield International Venues, which runs City Hall, have kindly loaned the premises free of charge and Ant Marketing are also the charity's administrative work for free.

"The event's for disadvantaged children and their carers," said Anthony, who has identified the disadvantaged children through working with Sheffield City Council.

"We know which schools are disadvantaged," he says.


And, like a true businessman, Anthony knows how to pull a few strings to support his cause. But that's not all. "Sheffield company Bag it, Don't Bin It have donated 2200 cloth bags, which we will fill with goodies, and my friend owns Bradwells Ice Cream so they are providing free ice cream while they're watching the performance and I'm working with other companies to see if they can put something into the goodie bags." 

Other charitable donations from Ant's Kids include computer equipment or a specially-designed push chairs - items not easily affordable in tough economic times and when jobs are at stake.

"Families are under a lot of pressure at the moment when you consider that every child - even as young as seven or eight - wants a mobile phone and an Ipod. This puts pressure on parents to get out and earn, which causes stress and friction in the family and that's sad for the child." Times were very different when Anthony - now 48 - was a boy. "My father died when I was 14 but I had a next-door neighbour called Mr Oxley, who gave me his old bike and would take me fishing at 4am."

Anthony says: "I was born into a wonderful family in Gleadless with loving parents. I found it very normal. That gave me the foundation to make a life for myself but many children aren't as fortunate as that as they are raised in a hostile environment."

Anthony's socially conscious work as a benefactor is a world apart from his day as marketing mogul. But it's precisely this contrast that inspired him to establish the charity. "In business it's very easy to focus on turn over, profit margins and income and be too blinkered in this respect, so I have generally tried to keep focused on good causes, as a lot of top business people do, many of whom I admire for doing it. I want to ensure we are supporting needy causes in the community."

And it's not just Anthony's social conscience that underpins his charitable work, his work is also inspired by his Sheffield pride.

"Our workforce is 100 per cent Sheffield and it would be nice to give something back."I think that if in ten, twenty or thirty years time that Ant Marketing is remembered as a thriving business that's great. But I'd feel much happier if it was remembered for being the firm that helped Sheffield children."