Fostering becoming the #1 topic this winter thanks to John Lewis.
At ACS we wholeheartedly support all that John Lewis & Partners are doing to raise awareness of the growing numbers of foster children and how difficult life can be for them once they reach adulthood. The steps John Lewis are taking as part of their Better Futures project can only be commended and we hope it serves as a benchmark to other UK organisations too.
Whether you celebrate Christmas or not, we’ve all been aware of the annual John Lewis Christmas Advert, there have even been documentaries made about its production, such is its role in modern British culture. Over the years we’ve come to expect heart-warming campaigns, alongside perfect product placements; that often reflects the nation’s mood at the time. From snowmen coming to life, pet penguins, a man on the moon, to last year’s offering of a visiting friend from another world; an advert we loved not only because it was the first time a black child had played the leading role in the company’s biggest campaign, but because its message was so aligned to our own of friendship, family and co-operation across cultural divides.
This year offering is just as heart-warming, as we watch a middle age man embark on a rather painful journey to learn to skate board, with gentle encouragement from his wife despite his bumps, bruises and a broken arm.
Only at the end of the advert do we learn the reason behind his efforts. Going that extra mile to help a new foster child feel part of their family!
Fitting today’s tone of the nation, the Christmas theme has been stripped back to basics and the only obvious product placement is the John Lewis Bear, which will help raise funds for care experienced young people via its charity partners Action for Children and Who cares Scotland.
At ACS we wholeheartedly support all that John Lewis & Partners are doing to raise awareness of the growing numbers of foster children and how difficult life can be for them once they reach adulthood. The steps John Lewis are taking as part of their Better Futures project can only be commended and we hope it serves as a benchmark to other UK organisations too.
This campaign has been really helpful to raise awareness of the 108,000 children living in care and how this number is growing. But did you know that over a quarter of these young people are from non-white backgrounds, meaning that Black and Asian children are over represented in the UK care system and but only 17% of foster parents are from non-white backgrounds. This means there is only 1 minority ethnic foster parent for every 2.5 children, and this divide gets greater depending on ethnicity.
At ACS we support cross cultural family placements, but always feel wherever possible children and young people thrive when their religious, cultural and ethnic needs are met by families that practice them.
As this campaign raises the awareness for the need for more foster parents to care for vulnerable young people, at a time traditionally associated with giving and kindness, we would like to give a shout out to our non-Christian friends that don’t celebrate Christmas and say that this message is for us all.
Giving a child a safe, secure, loving home is the greatest gift no matter what the season.