John Lewis shining a light on foster care this winter is crucial
We know Christmas can be the loneliest time of the year for children in care and care leavers.
That’s why, when this year’s much-awaited John Lewis & Partners Christmas ad was released this month, we were thrilled that its story was one so close to our hearts: a foster carer and child’s journey. Watch the full advert below:
Igniting conversations
The John Lewis & Partner ads have become a Christmas staple in the UK. Amassing over 3 million views in just two weeks, the advert ignited conversations around foster care on social media and amongst media outlets such as the Guardian, iNews and Liverpool Echo.
When conversations are already full with the day-to-day struggle, people face with rising energy prices, rent, and much more, it's even more impactful that John Lewis is using its influence to highlight the lives of 70,000 children in foster care in the UK.
Through public discussion and awareness, we have more power to drive change.
“When I first saw the John Lewis advert, it made me think about the care and preparation that foster carers put in to help welcome and connect with a child or young person coming into their home,” says Ian Uttridge, Head of Children & Families at the Together Trust.
“I hope it makes people think about what they could offer a child or children within their own families, and why it is so important to highlight what it means to be a foster carer and the impact they can have on children and young people.”
Why this is coming at a critical time
With over 100,000 children in the care system in the UK, we urgently need more people to foster and give children a safe place to live.
This winter alone, there are over 7,000 young people in care living in unregulated settings like B&Bs, hotels and caravans who are not entitled to care.
A report released this month showed that 40% of children in care aged 16 and 17 are now living in unregulated accommodation. Our campaign, #KeepCaringTo18, shines a light on the conditions some of these children are living in.
We heartily welcome John Lewis and Partners’ commitment to improving the lives of care-experienced people through careers, fundraising and support of our #KeepCaringTo18 campaign. We will keep raising our voices for them, alongside our partners, until every child has a safe and loving home.
How you can make a difference
Foster with us:
If you’re passionate about providing a stable and nurturing home for young people, you could make a vital difference to a young person in need of a home now. Want to learn more about becoming a foster carer? Read more about the process, our myths about foster care, and get in touch.
Join our campaign:
We believe that every child in care should be guaranteed care up to the age of 18. We need your voice to make this a reality. This winter, support the #KeepCaringto18 campaign to make sure every child has a safe and loving home.
Use your voice:
Aged 16-17? We need 16- and 17-year-olds across England to complete our "What does care mean to you?" online survey to help improve the care system. Complete our survey here.
