In a year that has been filled with much uncertainty and worry for many, John Lewis intends to create a Christmas campaign to provide a lifeline for as many as 100,000 families.
Each year, John Lewis creates a Christmas Advert that evokes the feelings of family, community and companionship. This year, the retail giant is going one step further and launching their new initiative, which reflects the world in which we are living and will be complemented by the much anticipated Waitrose and John Lewis Christmas ad.
The initiative will support two charities; FareShare, which helps those facing food poverty and Home-Start which works with parents who need support. Together the two charities will provide food, comfort, emotional support and advice to vulnerable families.
The two retailers will be encouraging Partners and customers to spread kindness in their own communities – everything from volunteering to a thoughtful gesture, not just over Christmas but beyond. This spirit of kindness will be brought to life in Waitrose and John Lewis shops with surprise acts of generosity towards customers.
Pippa Wicks, Executive Director of John Lewis & Partners, said: “In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other. During 2020 we’ve seen some inspiring and heart-warming acts of kindness throughout our country and our communities. Now we want to build on this spirit to create a legacy that extends well beyond Christmas. Together we can all make a big difference to the families who need our help most.”
