06:00, 12 March 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
In 2022, John Lewis Partnership began a significant partnership with Action for Children, a collaboration that remains strong today. Since then, the organisation has continued to support children in care and young people with care experience, with a steadfast vision that every child in the UK has a safe, happy childhood and the opportunity to flourish.
In this animated short film called ‘The Wrap Programme’, it follows the therapeutic trauma support offered to care-experienced children, parents, and carers. It provides vital assistance to foster carers, helping them better understand the challenges faced by children in care. The programme aims to create fair opportunities and brighter futures for young people, supporting their education, skills, and long-term success, while offering employment and training opportunities to those leaving care.
Ahead of the Smiley Charity Film Awards, we caught up with Anna Butcher, Partner & Care Experience Manager at John Lewis Partnership, to learn more about this cinematic partnership film as a finalist in the Corporate Cause category.
This category of films is all about showcasing the ways businesses are making a positive impact to help create real change.
The John Lewis Partnership has a brand purpose that states, "Working in Partnership for a Happier World". This purpose is a deeply rooted commitment that acts as our guide, inspires all our principles and influences every decision we make. Our Building Happier Futures programme sits at the heart of this purpose, and aims to raise awareness of and harness the talents of people with lived experience of the care system who can face societal barriers through no fault of their own. Supporting children in care and young people with care experience is at the heart of Action for Children's vision - that every child in the country has a safe and happy childhood, and the foundations they need to thrive. This vision aligns closely with that of Building Happier Futures, which is why the John Lewis Partnership embarked on a partnership with Action for Children in 2022.
The John Lewis Partnership was founded with a powerful ethos: to be a force for good in society. Customers expect more from businesses; they value and are more likely to trust in brands which give back and we know that people want to work for organisations which have a clear purpose and deliver tangible social impact. Our partnership with Action for Children alongside the other charities we work with has helped us develop and broaden our Building Happier Futures programme. Organisations can learn a lot by collaborating with charities so as to develop their own social impact initiatives.
Businesses can raise awareness for the causes they are involved in through tangible action such as volunteering, fundraising and collaborating. Our Building Happier Futures programme reaches the local communities our organisation operates within such as our Waitrose and John Lewis shops which fosters positive relationships in communities. Working directly together with charities can help address the issues that matter most to customers, communities and employees.
You can watch John Lewis’ entry into the Smiley Charity Film Awards below or on the CFA website.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
John Lewis Partnership is committed to being a force for good, aiming for a fairer, more sustainable future. Their purpose guides all decisions and strives to create a better, happier world for customers, partners, suppliers, and communities. Find out more.
Action For Children. This UK-based charity that supports vulnerable children and young people, particularly those in care or facing hardship. Learn more here.
The Children's Society. This organisation aims to improve the lives of vulnerable children and young people across the UK, particularly those who are at risk or facing hardship. Support them here.
This article aligns with the UN SDG Quality Education, Reduced Inequalities.
