Over €1.1 million was collected during the 14th edition of the annual charity marathon L-Istrina up to the point of going to print last night.
The annual charity bonanza was expected to exceed last year's tally of €1,164,000.
This year's fund-raising event was held at the Montekristo Estates in Ħal-Farruġ, the vineyards belonging to construction magnate Charles Polidano, who donated one of the most tempting prizes: an apartment. Nine cars, Blackberry phones and PSPs were among a myriad of other items up for grabs in the charity bonanza.
While launching the 12-hour telethon, President Eddie Fenech Adami kept urging the Maltese to help collect more than last year's figure. The chilly, wet weather was a plus because it kept a lot of people inside, glued to the television.
Throughout the marathon, presenters Peppi Azzopardi and Valerie Vella constantly appealed to viewers to keep the donations coming in, tempting them with prizes of all sorts.
L-Istrina B'differenza was organised by a consortium of two companies, MK Leisure and Take 2.
Media personalities, MPs, politicians and police officers were among those who stopped by to donate money and answer the phones.
Clips of survivors' stories were shown at regular intervals, with the families appealing to the public to call and donate money.
Former Opposition Leader Alfred Sant surprisingly also took part with a pre-recorded video clip appealing to the public not to pity unfortunate people, but to actively help them by donating money to L-Istrina.
In 2002, Dr Sant's had steered a boycott against L-Istrina, lamenting at the time that it was a pity that such an activity was organised by a "political organisation" such as Where's Everybody.
However, Dr Sant yesterday spoke about how he needed, and was given, the support of his family and friends when he discovered he had cancer a year ago: "I had to be operated upon and woke up with tubes coming out of everywhere. It was a hard time, full of pain, despair and sadness."
Adriana Chircop, the wife of deceased Labour MP Karl, also spoke about the difficult time the family went through after the 43-year-old died following a brain haemorrhage.
Many organisations, individuals and companies donated money throughout the 12-hour campaign. GO, which was the event's main sponsor, donated over €35,000 worth of cash, prizes and service.
Soon after the fund-raising marathon kicked off, HSBC Malta donated €20,000 and Bank of Valletta gave another €40,000.
This year Malta Community Chest Fund is receiving 50 per cent of the proceeds while the rest is divided between the Malta Hospice Movement, Ejjew Għandi, Dar Sagra Familja, Don Bosco House, the Salesians of Don Bosco/SOS Malta, the OASI Centre, Casa Leone XXIII, Holy Family - Home for the Elderly, Parr. Jesus Crucificado S.M. Chaparron, SOS Malta, Special Olympics Malta, Dar il-Kaptan, LAND Group, Richmond Foundation and Fondazzjoni Suret il-Bniedem.
Over the past 13 editions of L-Istrina, more than €14 million were collected to help those in need.