Who Cares? Scotland will benefit from money raised this year due to a partnership with the company.
A partnership with a Scottish charity will shine a light on the the inequalities experienced by people who have lived in care in this year’s John Lewis Christmas advert.
The 2022 edition of the famous ad tells the story of a young girl entering a foster home.
The move comes after John Lewis and Waitrose announced a national partnership with charity Who Cares? Scotland, with the organisation being the business’ chosen charity for 2022.
As a result, the charity, who support children and young people living in or have previously lived in care in Scotland, will benefit from the retailer’s national fundraising drive in the run up to Christmas.
Titled ‘The Beginner’, the advert features the story of a middle-aged man learning how to skateboard to make Ellie, a care experienced child, feel welcome as she enters his home.
The ad features the message: “Over 108,000 children in the UK are in the care system. We’re making a long-term commitment to support the futures of young people from care."
Two charities, Action for Children and Who Cares? Scotland, will receive 25 per cent of the sales of products featured in the ad.
Writing in The Big Issue, Marie-Claire Jones, director of fundraising and communications at Who Cares? Scotland, said: “We are delighted to have been selected by the John Lewis Partnership, along with Action For Children, as their nominated charity partner.
“Every year, the John Lewis Christmas advert is a national talking point. But this year, for the first time in the history of the famous ads, the John Lewis Partnership has decided to do something different.
“We know, that for positive change to be felt in full, the public will need to know and understand care, and care experience.
“This is why support from a major household name like John Lewis is so important to our care community.
“The reality is that care experienced people are amazing and diverse, full of potential and with an important contribution to make to their communities.
“Now, with the strength of the John Lewis Partnership behind us, and with it, all its creative powers to capture the public attention, we are excited about where this could take us.”
John Lewis customer director Claire Pointon told The National: "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.
"For our biggest moment this year, we decided to focus on one kind of family that is often overlooked."
