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Simon Cowell spearheads national appeal for Pride of Britain Awards

Posted on: July 19, 2010

Music mogul Simon Cowell has spearheaded a national appeal for nominations to Pride of Britain Awards 2010 in a bid to find the nation’s unknown heroes.

Cowell, 50, is trying to locate people who have willingly helped others without expecting anything back in return; people who have shown extraordinary courage, dedication and selflessness.

The Pride of Britain Awards 2010, in partnership with Littlewoods.com, is looking to honour people from emergency services and armed forces to children and adults with ordinary lives.

The ‘X Factor’ and ‘Britain’s Got Talent judge’ will launch the campaign on GMTV for the 12th annual ceremony on ITV1 in the autumn.

Cowell, who attends Pride of Britain every year, is not surprised it is the highest rated awards show on telly.

“It is the best awards of the year – it beats the Brits and Baftas. Other awards shows can be quite snotty and the people you meet can be disappointing,” the Mirror quoted Cowell as saying.

“Pride of Britain is the reverse – no ego, no PR people. It’s about normal people who’ve done incredibly special things.

“It means a lot to them to get this recognition and it’s the best leveller in the world for people like me. When you think you’ve got problems – like your mineral water’s not cold enough – these awards put everything into perspective.

“It’s always a really special night, the atmosphere’s fantastic and the stories are incredible. It’s the awards ceremony that gets it right. It’s unique,” he added.

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