# John Lewis launches Christmas ad with focus on children in care

- Link: https://fundraising.co.uk/2022/11/10/john-lewis-launches-christmas-ad-with-focus-on-children-in-care/
- Published: 2022-11-10T12:42:45+00:00
- Author: Melanie May

**John Lewis’s Christmas ad launched today, with a focus on children in care and
with sales of some of the items featured in it benefitting Action for Children and
Who Cares? Scotland.**

In a departure from the norm for retailers’ Christmas ads, John Lewis has said that
this year’s ad focuses less on the buying side of Christmas and more on kindness.

Entitled The Beginner, it shows a middle-aged man at Christmas time teaching himself
to skateboard – not because he’s having a midlife crisis, but because, as we find
out at the end, he and his wife are about to foster a teenage girl who loves skateboarding.

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John Lewis’s Christmas ad was put together with specialist advice from Action for
Children and Who Cares? Scotland and is intended to raise awareness of those living
in and leaving care over Christmas. The end of the ad highlights that 108,000 children
are in the care system in the UK and John Lewis’s commitment to support the futures
of young people who have been part of it.

It follows on from John Lewis’s parent company’s £1.5mn [Building Happier Futures](https://www.johnlewis.com/content/happier-futures)
initiative launched earlier this year to help care experienced young people with
training and employment. The company has said it wants to be the “employer of choice”
for those leaving care.

A quarter of the value of sales of a special toy bear and other products, including
a skateboard as shown in the ad, will go to charities [Action for Children](https://www.actionforchildren.org.uk/)
and [Who Cares? Scotland](https://www.whocaresscotland.org/).

John Lewis stores will also have “giving trees” where shoppers can pick up a bauble
which enables them to donate £5 to £15 to the causes at the till.

 * **[John Lewis offers staff as volunteers for up to six months](https://fundraising.co.uk/2008/11/20/john-lewis-offers-staff-volunteers-six-months/)**(
   20 November 2008)
 * **[John Lewis follows #ManOnTheMoon Christmas ad with Age UK appeal video](https://fundraising.co.uk/2015/11/20/john-lewis-follows-manonthemoon-christmas-ad-with-age-uk-appeal-video/)**(
   20 November 2015)
 * **[John Lewis’s Moz the Monster to benefit Barnardo’s](https://fundraising.co.uk/2017/11/13/john-lewiss-moz-monster-benefit-barnardos/)**(
   13 November 2017)

## Comments

### By: HowardLake

- Link: https://fundraising.co.uk/2022/11/10/john-lewis-launches-christmas-ad-with-focus-on-children-in-care/#comment-4394
- Published: 2022-12-23T02:38:02+00:00

John Lewis reported on 22 December that:

“25% from the sale of each member-exclusive Lewis Bear bauble was donated to our
Building Happier Futures fund, to help young people from care. So far, we’ve raised
over £25,000!”

In addition

“Madlug bag sales during members’ exclusive early access helped us to donate 120
travel bags to children in care through Madlug’s ‘You buy one, we give one to a 
child in care’ mission”.