Lucy Stevens - 11th November 2022
John Lewis and Christmas advertising have become synonymous over recent years. This year, for the first time, they have produced an advert which puts fostering firmly at its centre.
The advert shows one man’s desperate attempt to master skateboarding, encouraged through the bumps and scrapes by his partner. At the end of the advertisement, we understand why as a teenager is brought to the fostering household by her social worker.
We’re really thrilled to see that fostering has come under the spotlight, that John Lewis has recognised the most vulnerable group in our society. But in addition to this they have highlighted the vulnerability that foster carers allow themselves in their approach to caring for each child as an individual. And of course, the pitfalls of skating make for great imagery for fostering more generally!
At the root of this campaign is the commitment John Lewis has made to children and young people who are care experienced. This centres around three pillars:
- A drive to become employer of choice for young people leaving care
- Supporting children in foster care by working with charities and partners
- Raising awareness of the inequalities care experienced young people face.
Have you been moved by the John Lewis Christmas advertisement? Want to know more about fostering?
We’d love to take this opportunity to encourage those who have been moved or galvanised by this advertisement to please get in touch.
So many children are in desperate needs of carers who will go the extra mile for them. If you have a spare room and a desire to make a difference to these children and young people, get in touch with us.
How do I apply to foster?
We’ve produced a guide which breaks the process into 5 clear steps. The process is not as daunting as many think and can be a true opportunity to reflect and move forward with a new purpose.
You can find out more about John Lewis’s commitment to care for young people here.