This Christmas, John Lewis are encouraging shoppers to give back on each day of advent rather than receive. After all, tis the season for giving. They’ve partnered up with 24 amazing charities to raise money for them over the festive period.
The printed advent calendar, created by Kristina Salceanu, Founder of social enterprise ‘Advent of Change’, will raise £24 for charity from the sale of every calendar, with £1 going to one of 24 different charities every day in the countdown to Christmas. The calendar has been created to support a wide range of charities including those that help children, refugees, animals and the environment.
The idea comes at a time when luxury advent calendars are more popular than ever, offering gifts from beauty to gin. Last year John Lewis & Partners, who will sell the ‘Advent of Change’ charity calendar for no profit in its shops and on its website, saw sales of advent calendars rise by 51.4%. This year searches on johnlewis.com for advent calendars began in early August.
Behind each of the 24 doors on the calendar there is an explanation of how the funds could support the charities chosen by Advent of Change. From helping a homeless person with shelter and a meal on Christmas day to cleaning up the oceans, supporting a child refugee, or someone suffering a life threatening disease.
Kristina Salceanu, Founder of Advent of Change said; “Advent of Change began with one simple idea: to give the gift of giving itself.
“The response has been simply staggering so far and I can't wait for the funds raised to start changing the lives of those who need it most. Support from John Lewis & Partners, who are synonymous with Christmas, will help us tell millions of people about the calendar and will go a huge way towards our goal of raising a phenomenal amount of funds and awareness for 24 incredibly worthy causes.”
Dan Cooper, Head of Christmas Buying at John Lewis & Partners commented; “Over the past couple of years we have seen a huge increase in demand for advent calendars for adults with many people buying them for themselves. I hope this great idea will prove really popular and benefit lots of good causes.”
The ‘Advent of Change’ calendars cost £27.95 and will go on sale in John Lewis & Partners shops and its website, and on the Advent of Change website, on 4 October.
Each Advent of Change calendar is wrapped in a biodegradable potato starch film, made in the UK using FSC certified paper, vegetable oil based inks and biodegradable glue.
Charities who will benefit from sales of the advent calendars are:
ABF The Soldiers’ Charity
Bread and Water for Africa UK
Great Ormond Street Hospital Children’s Charity
John Lewis Foundation
Marine Conservation Society
The Donna Louise Hospice for Children and Young People
The END Fund
The Hunger Project
The Myton Hospices
The Road Victims Trust
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