John Lewis’ advert will raise awareness for vulnerable children
This is a piece written by our Head of Consumer, Tara Evans.
This year, the retailer wanted to use its ad, named The Beginner, to help raise awareness of some of the most vulnerable children in the country.
Many children and young adults who experience the care system can feel forgotten and isolated, particularly at Christmas.
It is the heartfelt story of one man’s determination to connect with a child, showing the power that kindness can make to someone else’s life.
Claire Pointon, John Lewis director of customer said: “We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation.
“At John Lewis we care deeply about families, and recognise that they come in many different forms.
“For our biggest moment this year, we decided to focus on one kind of family that is often overlooked.”
“We are also aware that not all care experience outcomes are as positive as Ellie’s.
“The home Ellie enters is filled with kindness, and the foster father’s actions demonstrate that ultimately, it’s what you do that matters most.”
