This year's heartwarming Christmas advert aims to raise awareness of children in care
John Lewis has tugged at the heartstrings of Christmas fans across the nation by using its highly-anticipated advert to raise awareness of children in care.
John Lewis said it understood that not all foster carers had the benefit of knowing who they would be looking after in advance and that its broader campaign also featured "authentic voices of carers" and "young people with different experiences of a complex care system". Customers can buy products including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.
John Lewis director of customer Claire Pointon 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. Imran Hussain, director of policy and campaigns at Action for Children, said: "We are delighted to be working with the John Lewis Partnership on its iconic Christmas advert and applaud the company for its work and long-term commitment to shining a light on the issues facing some of the most vulnerable children in the country.
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