The organisers of the My Shop Is Your Shop (MSYS) campaign are to mount a nationwide consumer PR drive this Christmas, designed to remind shoppers of how local independent retailers are involved in the community during the festive period.

A MSYS Christmas think-tank is being formed to plan a consumer focus on how local independent c-stores and newsagents are crucial amenities at Christmas.

The campaign will highlight not just the fact that independents sell seasonal products and gifts, but also that they are often involved in helping vulnerable members of the community such as people down on their luck and the elderly.

Independent c-stores and newsagents are being urged to contact the campaign with information on how they can help local people, children's charities or old folks' clubs at Christmas. Their stories will then be relayed by MSYS, which is run by the Federation of Wholesale Distributers, to regional and local media.

Alan Toft, MSYS chairman, said: "There is a big and important human side to Christmas in as much as local retailers often help people, especially the vulnerable and lonely.

"It's all part of the sole trader and family business way of doing things for the community. It's not always about pounds and pence. It's part of the unique interface between the local shop and the neighbourhood.

"We know that independents collect for local charities and old folks clubs and that kind of thing. There will be dozens of different ways in which independents show their community value at Christmas and we want to know them.

"We will demonstrate to the consumer that local independent stores are irreplaceable - but are even more so at Christmas. Over time our activity will help

to drive footfall."

This move, said Toft, would give the MSYS campaign a second peak in the year to add to the now established annual National Independents'

Day on 1 June. "The FWD

PR Action Group driving

the campaign is responding to retailer demands for more activity throughout the year so that MSYS is

not seen solely as having a one-day centrepiece on National Independents' Day," he added.