Hong Kong broadcaster RTHK’s annual Christmas fundraising campaign began on Monday, a territory-wide effort to beat last year’s total of HK$19 million.

The ceremony to launch Operation Santa Claus took place at the Hong Kong Maritime Museum roof deck.

This year, 18 good causes will benefit from money raised by the charity event.

They include a shelter for women migrants in crisis, therapy services for young people with autism, and an NGO that arranges outings for dementia patients and their caregivers.

Patron Regina Leung – wife of Hong Kong’s Chief Executive C Y Leung – called on the population to “unite together and bring love and warmth to less fortunate members of society”.

American singer Bobby Taylor and Opera singer Brian Montgomery also helped mark the start of this year’s fund-raising with live performances.

A string of events will be held throughout November and December to raise cash.

Established in 1988, Operation Santa Claus is one of Hong Kong’s most beloved charity efforts, say organisers.

Over the years, it has raised in the region of HK$188 million and benefited more than 176 different charities.