Text Santa was a charity initiative set up in 2011 by ITV to support UK-based charities during the Christmas period. The appeal to the public is to donate money mainly via text donation and profits from merchandise. The telethons have been hosted by popular ITV presenters including Phillip Schofield, Christine Bleakley, and Ant & Dec. The 2015 appeal show was the last after ITV decided to axe the show to make way for an all-year appeal.