Pubs across the city are being urged to help provide a bumper boost for a cancer charity this year by the Norwich's sheriff.

Chris Higgins, the current sheriff of Norwich, is also landlord of the Trafford pub in Grove Road and has made an impassioned plea to fellow publicans to do their bit for this year's civic charity Big C.

Mr Higgins has issued a rallying cry to landlords across the city to help the charity's support and information centre at the Norfolk and Norwich University Centre after it was chosen by Lord Mayor Jenny Lay,

Mr Higgins said: 'I realise that in the present economic climate everyone is struggling and tightening their belts.

'Asking for money is difficult but I know from nearly 40 years of experience how generous ad innovative the pub trade is at charity fund raising.

'Having the honour to represent the trade in my civic office this year enables me to wear two hats. On the one hand I recognise the struggles we all face as publicans and brewers, and with the other I see the fantastic voluntary work done in the city supported by charitable donations from the very same people.'

With more than 3000 people diagnosed with cancer at the NNUH every year Mr Higgins said the Big C's support centre, which offers counselling and support, contributes a 'wonderful support network for both patients and families alike'.

He added: 'I'm asking all you wonderful publicans and brewers out there if you could commit to just one effort of fundraising in this civic year to help me show just how fantastic our industry is at supporting and helping the community we serve. It does not matter how small the event, every little helps. Can I thank you from the bottom of my heart for whatever contribution you make.'

Publicans who want to help organise charity events have been asked to contact the Evening News, which has highlighted the need to support pubs through the Love Your Local campaign, and pass on details of when and where it is happening.

All monies from fundraising events need to be sent to City Hall by the end of January 2012. Cheques should be made payable to Norwich Civic Charity Appeal.

Publicans with details of charity events should contact Peter Walsh on 01603 772436 or David Bale on 01603 772427.

To find out more about the Love Your Local campaign log onto www.eveningnews24.co.uk and click on campaigns.

For more information about Big C log onto www.big-c.co.uk/