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John Lewis Christmas advert has a heartwarming purpose

Words by Amy Packham

The Christmas season has officially arrived. Why? Because the famous John Lewis advert is here... awaited for by many as the festive season approaches.

But more than just getting us into the Christmas spirit, the advert has an important message behind it – highlighting the number of children in care each year, and their commitment to support happier futures for children.

Want to watch?

The advert follows a foster dad, as he prepares to learn skateboarding – a hobby of his soon-to-be foster daughter.

At the end of the advert, John Lewis writes: "Over 108,000 children in the UK are in the care system.

"We're making a long-term commitment to support the futures of young people from care."

The advert ends with a nod to their charity partners: Action for Children and Who Cares? Scotland.

The Christmas advert is more than just an advert, as it builds and promotes John Lewis' Building Happier Futures charity partnership.

What's the partnership?

"We are partnering with Action for Children to develop UK-wide bespoke employability support for young people who’ve experienced care," they say .

"Our partnership will ensure they have the tools and confidence to build their experience and careers. Care experienced young people will participate in developing this support which has the potential to impact hundreds of young people across the UK."

In addition to providing employability support across the UK, the funds will support Action for Children to provide wraparound placement support to help vulnerable children and young people who are being fostered where their placements are at risk of breaking down.

"We will also establish a Building Happier Futures fund to support projects from organisations that are working to build happier futures for children in care and those who are care experienced," they say.

A Christmas advert with a purpose: now this is something we can get on board with.

This article aligns with the UN SDG No Poverty and Reduced Inequalities.

This article aligns with the following UN SDGs