Words by Smiley Team
After Covid-19 hit the UK, charities saw a significant rise in demand for basic necessities. In more positive news, charity network and corporate intermediate In Kind Direct has been meeting this urgent need with the help of a recent donation of over 20,000 coats from Primark.
The retailer’s contribution came in response to a high demand for essential goods faced by charities. At the start of the year, In Kind Direct asked its charity members what products would most benefit the vulnerable people they serve. They found that beneficiaries most needed items to keep them warm, safe, clean, and entertained while they remain at home. This prompted In Kind Direct to launch an appeal for such goods.
The CEO of In Kind Direct, Rosanne Gray said: “Many families are not able to afford the much-needed products that are absolute essentials to enable life to continue in a way that is safe and gives that family dignity, enabling children particularly, to thrive in life. So the Primark partnership came along absolutely at the right time.”
Rosanne feels a personal connection to the cause, recalling how vital a warm winter coat was to her as a child growing up in Glasgow. “I remember being sent to school, often in very oversized coats, so that they were going to last me for as long as possible. But I was fortunate enough to have a coat.”
After visiting charities in the city of her upbringing, she became even more aware that some children still lack access to essentials like warm clothing.
She added: “Families are facing such challenging times at the moment. One in five families are now in poverty in the UK, and well before people stop buying food, they're having to make tough decisions about whether to buy coats or put food on the table.”
Note: This video was filmed following Covid-19 safety guidelines.
In Kind Direct links companies to over 11,000 charities and distributes corporate donations to vulnerable people via their network.
Rosanne said: “What I love about In Kind Direct is that our charity network sits at the heart of communities. So they know the local families and the people who are most in need.”
Since its creation in 1996, the organisation has distributed over £268 million in essential items to help millions of vulnerable people, as well as diverting 30,600 tonnes of products from going waste.
To help them continue this vital work donate products or funds here.
