Everyone is encouraged to become a hero of goodwill as Operation Santa Claus 2024 kicked off on Tuesday.

Co-organised by RTHK Radio 3 and the South China Morning Post (SCMP), the annual charity campaign has been holding fundraising projects for over 35 years.

Speaking at the launch ceremony, acting director of broadcasting Christine Wai said the campaign has raised HK$383 million to support more than 350 projects over the years.

"As we are about to launch into the main fundraising period of Operation Centre Claus for the 37th time, this is a chance to get together and share our common purpose and appreciate the value of this seasonal fixture which has become so much a part of our life," she said.

"Over the next few weeks, we'll be telling our listeners, readers and viewers what's going on and all about the fundraising activities, the creativity and imagination, and of course the fund."

The theme for this year's campaign is "Everyday Heroes", and SCMP general counsel and company secretary Paul Wong urged people to take this theme to heart.

"Through Operation Santa Claus, we are all brought in together with one another", he said. "We have a chance to help those who are in need and to support our neighbours, so let's be generous, and let's all be the everyday heroes of other people's lives."

The funds raised this year will be shared among 11 beneficiaries that serve and support children and youth, the elderly, the environment and those with physical and mental disabilities.

Hong Kong wheelchair badminton star Daniel Chan and singer Jay Fung are the ambassadors of this year's campaign.

Chan, who brought home a silver medal at the Paris Paralympics, said people told him he gave the city hope.

"I became one of the Hong Kong heroes... Everyone can be a hero, but only with our help. Please give all our help to them, and let them have a chance to be our heroes," he said.

To find out more about Operation Santa Claus or to support the campaign, visit the Operation Santa Claus website.