This year, your fellow Western New Yorkers need your help more than any other time in decades. With unemployment reaching the 10 percent level and unrelenting poverty in the nation’s third-poorest city, the annual News Neediest campaign has taken on a more urgent tone.

The campaign is now under way. It’s the drive’s 28th year of providing toys and food to local needy families. News Neediest has delivered about $20 million in benefits over the past quarter century, including last year’s distribution of $700,000 worth of food and toys to 12,000 families and 14,000 children.

Even as the need has risen, giving has become harder for many in our community, as the recession’s influence retains its grip. That’s why we hope those who can give will give generously.

Distribution of toys is handled through the WNY Holiday Partnership, a collaborative effort among about 15 agencies. Cash donations pay for holiday meals distributed through the Food Bank of Western New York and the Food for All Pantry Network.

Regarding gifts, there is always an urgent need for gifts for children in the 8-to 12-year-old range. Some suggestions include arts and crafts kits; athletic and sporting goods equipment; board games; professional sports merchandise; music CDs and CD players; cosmetics, nail polish or manicure sets; hair straighteners, dryers or irons; gift certificates; hand-held electronic games; Legos (advanced); personal care or health and beauty items; jewelry, hair accessories or watches; movies and DVDs (for 8-12 years); movie passes; MP3 players; skateboards, roller blades or scooters; videos or video games; and Webkins.

Gifts of new, unwrapped toys are accepted in The Buffalo News lobby, Washington and Scott streets in downtown Buffalo. Hours are 7 a. m. to 8 p. m. Monday through Friday and 7 a. m. to 3 p. m. on weekends. Other drop-off locations include all Wegmans (toys only) throughout Erie and Niagara counties; Shea’s Performing Arts Center, 650 Main St., Buffalo; Hunt Real Estate, 4363 Main St.,Amherst; Tops, 906 Center St., Lewiston; and Cornerstone Community Credit Union, 6485 S. Transit Road, Lockport.

Cash donations are used to help feed the families. Last year more than 12,000 families enjoyed holiday dinners thanks to your donations. Cash donations may be mailed to The News Neediest Fund, P. O. Box 2667, Buffalo, N. Y. 14240-2667.

The WNY Holiday Partnership is a collaborative effort between the United Way of Buffalo and Erie County, the United Way of Niagara, the Salvation Army, the Marine Corps Toys for Tots program, The Buffalo News Neediest Fund, Central Referral Service, WNY AmeriCorps, Ladies of Charity/ Catholic Charities, the Boys and Girls Club of Buffalo, the Town of Lancaster Youth Bureau, F. A. T. H. E. R. S.,WNY Hispanics& Friends Civic Association, Response to Love Center, New Creation Fellowship and Hamburg Youth Bureau.