A new fundraising scheme for a very sick little girl is taking off in force today.

Two-year-old Ruby Young has just a 45% chance of survival since being diagnosed with neuroblastoma, an aggressive childhood cancer.

But there is hope if she can raise £500,000 for treatment in America which the NHS cannot provide.

Ruby Tuesday, where people donate £1 or whatever they can on that day each week, is the latest money-spinner from family friend Anita Marinelli to try and encourage a steady stream of cash throughout the year.

Anita said: “People don’t really miss £1 so most are happy to give it.

“We thought doing something like this each week is good because it’s easy for people, and would actually raise a lot of money over the year if people popped their £1 in regularly.”

Parents Vikki and Rob, of Monmouth Close, Rainham, worked out if the rate of fundraising continues as it has, with around £1,300 being collected per day, they will have the sum they need in a year.

But the family fear that figure is unsustainable, so are looking to throw the net wider.

This week on their behalf Anita asked people to give up a couple of minutes of their time rather than simply their pennies, to write to ITV’s magazine show This Morning.

She said: “If we could all work together and post on This Morning’s Facebook page about Ruby, they could feature her story and get the nation talking about her.”

Visit www.facebook.com/ThisMorning to get involved.

Meanwhile businesses have continued fundraising. The Co-op in Beechings Way, Gillingham, raised £812 with a raffle.

An anonymous £1,000 donation also came in and fundraisers have even stretched up as far as Yorkshire.

Anita is in the process of planning a second flash mob on a large scale, following one at the Pentagon Shopping Centre, Chatham in December and is looking for a venue.

If you can help, contact her via the ‘Help Ruby Laura Smash Cancer’ Facebook page.

To donate, visit www.justgiving.com/RubyYoungJourney or text RLYJ88 and the amount you wish to give to 70070