The Anglican Bishop of Shrewsbury is to give away hundreds of apples to shoppers and commuters in Shrewsbury Town from on Monday 29 October as part of a Church of England campaign to re-brand Halloween and change permanently the way the festival is celebrated.

Each apple carries a sticker which invites people to visit a dedicated website and donate a cash 'Halloween treat' to The Children's Society, helping the charity's work in caring for and supporting young people in need.

The Bishop of Shrewsbury, the Rt Rev Dr Alan Smith, said: "I would encourage everyone to visit the Halloween Choice website and help transform Halloween. The website includes resources for parents, schools and church congregations, many of whom will be running alternative Halloween events and raising money for The Children's Society."

"The idea of kids helping kids at Halloween is a positive twist on Halloween," he added.

Parents want Halloween Choice

A survey taken in late September 2007 revealed that 36 per cent of people believe that a broader range of brighter Halloween products should be made available for parents to buy for their children, with a further 30 per cent open to the idea.

This echoes the Church's call in 2006 for supermarkets to offer more positive products rather than the usual fare of monster masks and costumes based on horror movies. Almost half (45 per cent) of the parents interviewed feel 'strongly' that there should be a choice of alternative Halloween goods for children, while among the youngest people interviewed (aged 18-24) the figure rises to nearly six in ten (58 per cent).

Sainsbury's chief executive, Justin King, told the Halloween Choice campaign: "I appreciate your concerns about the nature of the Halloween products we sell. I can understand your worries that Halloween products may have antisocial effects. When looking at what we would sell for this year's Halloween, we talked to our customers to find out what products they would like to buy."

He went on to confirm that among the range this year would be glow sticks, hair braids and face paints.

In addition, Woolworth's and The Disney Store have told the campaign that they are offering a range of alternative goods available online and in their stores.

Martin Field, the director of fundraising, marketing and campaigns for The Children's Society, said: "We are delighted that the Church of England has suggested a donation to The Children's Society as the alternative 'treat' for people joining in the Halloween Choice campaign.

"Every child deserves a good childhood, and any donations we receive can help us support young people who experience danger, discrimination and disadvantage in their daily lives."

Get involved with the Bishop's campaign at www.halloweenchoice.org"