Pudsey ears at the ready, the BBC’s annual Children in Need campaign kicks off this week and a Kitchen Disco Danceathon from Sophie Ellis-Bextor is set to be one of many fundraising highlights.

The money raised helps young people affected by a whole range of disadvantages such as poverty, disability, illness or trauma in communities right across the UK. The big appeal show often highlights examples of these which are tough to view but show just how important donations can be in the most difficult of situations.

Reflecting on how to cope during the worst of times, is never something that any of us like to focus on, especially as a parent faced with a child diagnosed with a serious illness or medical condition.

As a not-for-profit health insurer with a history that can be traced back to a charity started in 1873, we more than understand the importance of protecting you and your family when you need it most. Our latest product development will significantly support working parents as Steve Munday, Head of Technical and Underwriting at BHSF explains:

“The BHSF Healthy Choices health cash plan now includes ChildMax Insurance, which is exclusive to working parents and enables them to take up to a year’s paid leave to look after a child diagnosed with a serious illness or medical condition following an accident. ChildMax will cover the selected wages, either £1,000 or £2,000 per month of parents’ taking unpaid leave to look after a child under the age of 18 diagnosed with a specified illness or specified medical condition caused by an accident.

“We are proud to be the first provider in the cash plan market offering this new benefit for working families which provides the reassurance of much needed financial support throughout a difficult situation. ChildMax provides invaluable financial support during such an emotionally unsettling time and has been developed in response to customer feedback and behavioural change. When a child is seriously ill, although the NHS provides world-class medical care, parents often become part of the care team. This clearly has a significant impact on the parental challenge of balancing the demands of work. By offering benefits like ChildMax, we aim to make life easier for working parents, as we want families to be able to carry on financially, as normal, while restoring their child’s health.”

To find out more about ChildMax and BHSF, visit https://www.bhsf.co.uk/personal/health-cash-plan/