JOHN Lewis has partnered with two charities – FareShare and Home-Start – for its 2020 Christmas campaign.
The John Lewis advert for 2020, which is a joint release with sister retailer Waitrose, is titled Give a Little Love and encourages Brits to spread kindness.
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The retailers say this year’s Christmas campaign has been inspired by the gestures of goodwill seen during the coronavirus pandemic.
This year’s ad is a little different to previous releases and is made up of nine different scenes, with each one focusing on an act of kindness.
Each clip is also made from a different art form – including live action, CGI and animation – with the scenes being tied together by a heart emblem which is passed from scene to scene.
In another move away from previous years, the 2020 release is the first to feature an original artist instead of a cover.
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British soul singer Celeste is the voice behind this year’s advert with her original song A Little Love.
John Lewis has also released an additional 30-second advert on the side which encourages people to donate to this year’s partner charities partners.
Who does FareShare and Home-Start support?
FareShare is a food poverty charity which helps fight hunger and food waste across the UK.
Since the pandemic started, FareShare has had to double the amount of food it distributes to meet the rising demand.
Home-Start, meanwhile, provides support to parents from disadvantaged or vulnerable families.
Home-Start centres have also seen an increase in demand for its services since the start of the coronavirus crisis.
John Lewis and Waitrose are aiming to raise £4million for both charities this year through its Christmas campaign.
A further £1million will also be donated by shop to local charities who support families in their communities.
The charities will use these donations to provide food, comfort, emotional support and advice to at least 100,000 families in need.
How do I donate?
There are several ways you can help support both FareShare and Home-Start through John Lewis.
The retailer says donations worth £3 would give a gift to a child and £10 would help pay for a permanent carer for a set amount of time.
- Make a charity donation which will be matched by the retailer to the value of £2million. Donations can be made by text or online through the John Lewis and Waitrose websites. Text “LOVE” to 70630 to donate £3, text “FAMILY” to donate £5, text “MEALS” to donate £10, or text “VISIT” to donate £20.
- Buy one of a variety of exclusive and limited edition campaign products – see the full merchandise range here. John Lewis and Waitrose will give 100% of the profits to the charities.
- Shopping in one of the two retailers’ shops and using your My John Lewis and My Waitrose loyalty card which will trigger a 1p per transaction donation.
If you can’t afford to donate, John Lewis is also encouraging people to show kindness to someone who needs it.
In addition, you can see if anyone in your local community needs support.
Which charities has John Lewis worked with before?
John Lewis also partnered with FareShare for its 2019 Edgar the Dragon advert.
Previous John Lewis charity partners include the Elton John Charitable Trust for its 2018 advert starring Elton John.
In 2017, John Lewis donated money to Barnardos through its Moz the Monster advert.
And in 2016, it raised money for the The Wildlife Trusts with its Buster the Boxer release.
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