Forty brave fundraisers are getting ready to spend the night behind bars as part of our biggest escape challenge yet.

Set Me Free will see participants locked inside HM Prison Shrewsbury for 12 hours on Thursday 24th September 2026. Their mission is simple – raise as much money as possible for Cash for Kids Midlands and earn their chance to be set free!

The challenge kicked off in June with a “Meet the inmates” event at The Alchemist in Birmingham, where participants met their fellow fundraisers and learned more about what to expect in September. We’ve still kept a few surprises under wraps!

A night behind bars

HM Prison Shrewsbury was a working prison until 2015 and still looks and feels very much like one. It’s also been named the sixth-best dark tourism site in the world, making it the perfect setting for a challenge designed to test our inmates’ nerves.

During their 12-hour stay, the amount each participant raises will help decide how comfortable their time inside will be. The more they raise, the better their chances.

Will they earn extra comforts? Will they complete the challenge? Most importantly, will any of them reach their fundraising target and be set free?

Familiar faces taking part

The line-up includes names from TV, radio, comedy and beyond.

Luke Hamnett, comedian and viral sensation, will be taking part alongside Fozia from season three of The Traitors. They’ll be joined by Jamie Bigg, known as Giant from Gladiators, journalist and author Suzan Holder, and Planet Rock presenter Ian Danter.

The Business Desk is supporting the challenge as an official partner and participant. Other organisations taking part include F1 Arcade, Prosperity Group, Splendid Hospitality Group, The Alchemist, Brandily, HSBC, NCCS Group, Lichfield Council, Clarke Willmott, Unity Trust Bank, VW Magic, Howden Insurance, Irwin Mitchell, Peak Life Financial Planning, Ridge and Partners, Dragonfly Consulting, Intex Projects, Verlingue, Roythorne Solicitors, VivreStays, Gadjet – Altech Global Trade and Intec.

Raising money for local children

Every inmate will be fundraising for our work across the Midlands. The money raised will help us support children and young people affected by poverty, illness, disability, additional needs and other difficult circumstances.

Our grants can help provide essential items, specialist equipment, safe spaces, valuable experiences and opportunities that families may otherwise go without.

Every donation will stay local and help make a difference to children and young people across the region.

Help set them free

The inmates now have until September to raise as much as they can. Their donations won’t just support local children. They’ll also shape their experience inside Shrewsbury Prison.

So, who’ll raise enough to earn a more comfortable night? Who’ll face the full prison experience? And who’ll manage to get set free?

Follow Cash for Kids Midlands on Facebook and Instagram for updates and support your chosen inmate.