Jason Manford has encouraged people to tune in to watch Children In Need, even if they can't afford to donate to the charity this year.
This year, Jason, 41, is among the stars hosting the annual televised fundraiser, which in the past has seen millions of pounds donated to help disadvantaged children.
However, as the cost of living soars, Jason has admitted he understands that people may be hesitant to donate their money due to household bills and the likes of food shops rising.
Despite this, Jason hopes that people will "just come and watch" the programme while emphasising that Children In Need is "for everyone".
During an appearance on BBC Breakfast, Jason said: "Obviously lots of people are very supportive and very lovely.
"But people are obviously worried at this time of year and just in general with living costs and, 'How on earth are we going to find even a fiver to donate to Children In Need?'
"And I think – and I'm only new at this – but I would say from what I understand is, nobody is after your fiver, if you are worried this winter about your electricity bills, the cost of living, nobody at Children In Need wants your fiver if you're worried about it.
"That's not what they are after."
Jason later explained that he had attempted to book a family visit to Centre Parcs but wasn't able to do as it was fully booked, meaning there "are still some people with spare cash".
He went on to add: "It's trying to get some of those people as well and also, you can go online, you can donate 50p if you want, a pound.
"[If] you're walking past the supermarket, you see a bucket, throw a quid in, that’s what it is.
"But really, even if you are struggling and you think, 'I've not got anything to spare this year', just come and watch the show.
"It's for everybody and it's there to cheer us up and to show you all the great work that Children In Need do across the country."
In light of the rising costs of living, Jason said the charities involved in the event have evolved to deal with this as well as tackling the mental health crisis amongst young people.
"I've been there myself as a kid," he said, before continuing: "I grew up in a below-the-poverty-line childhood and my parents stressed and worried, I wouldn't wish it on anybody, it's awful.
Children In Need airs on Friday, November 18 on BBC One and iPlayer.
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