COMPANIES taking part in the Echo's Dragon's Challenge have been commended for their efforts so far and urged to go further by Deborah Meaden.

The star of Dragon's Den, who chairs the NSPCC's South West Child's Voice Appeal, met participants in the unique fundraising competition last night at a special reception.

She urged them to spread the word about the importance of expanding the ChildLine call centre in Exeter, and to maintain the momentum built up by the challenge so far.

"In difficult times like this, it's very easy for businesses to go into suspended animation," said Deborah.

"Actually the sensible business stops looking inward, because if you are not careful good teams start imploding.

"Good businesses will find a common cause to focus on and bring those teams together with an external result, and this is exactly what you are doing with your businesses."

She added: "Everybody I have talked to has said how much fun it is."

Representatives of Foot Anstey, Charles Stanley, Woodbury Park, the Buckerell Lodge, System 6 Kitchens, Princesshay and Boulter Bowen Wealth Care gathered at the event to share their experiences of fundraising so far.

They are among the local firms aiming to raise at least £5,000 each before the end of March to expand ChildLine's Exeter call centre.

The event was hosted free of charge by the Fresha cafe on the Sowton Industrial Estate, another participating company.

Volunteer counsellor Jonathan Nicholls spoke movingly about his work for ChildLine and said he regularly answers calls from children who have been emotionally, physically or sexually abused.

"Every shift I answer a call about one of those issues," he said.

"It's so important that we increase the number of counsellors.

"With your support we will be able to raise the money we need to answer more calls from young people."

He also explained how investment in new technology was helping to improve and expand the service provided.

Deborah, who will spend a day with the company which raises the most money, said: "I spend my life talking about the importance of this appeal, but my words are pointless when you actually get to meet the people on the end of the telephone dealing with these young people."

She added: "It's very easy to say everything is someone else's responsibility. What you have all done is decide you are going to do something about it."

The only change in the fundraising league table this week is that Princesshay has moved into the top five at the expense of Fresha.

Fresha has launched a breakfast offer to boost the fundraising effort.

When customers ask for "an NSPCC breakfast" before 10am between now and Friday, February 26, the cafe will donate five per cent of the value of the order to the appeal.

Tickets — costing £1 each — are still available for the Midas Group's grand draw, which takes place on Friday, March 19.

Prizes to be won are £1,000, a 40-inch Sony full HD LCD television, a Samsung netbook and a Samsung Vodafone mobile phone.

Midas fundraisers are particularly to hear from anyone willing to sell tickets to their colleagues or friends. For more details, contact Elaine Johnson on 01392 356218.