Paradigm has launched its seventh annual ‘Reverse Advent’ charity drive running throughout November and December in aid of Trussell.
Trussell is a nationwide network of food banks, which provides emergency food and assistance to people in crisis in the UK.
From 1st April 2023 to 31st March 2024, Trussell food banks distributed over 3.1 million emergency food parcels, a 94% increase over the past five years.
Among these parcels, 1.1 million were provided to children.
Paradigm encouraged its membership of over 1,900 firms, strategic partners, and the wider financial services industry to participate.
Those interested can help by collecting non-perishable food items and toiletries for local food banks.
Paradigm is also accepting donations to its offices, which will be delivered to their local distribution centre.
Financial donations can be made through a Just Giving page, which can be accessed here.
Last year, Paradigm raised over £1,400 alongside physical donations and aims to exceed that amount in 2024.
Over the past three years, members of the Paradigm team have volunteered for more than 25 days at the local Trussell food bank distribution centre in Sparkhill, Birmingham.
Riona Mulherin, director of marketing and operations at Paradigm, said: “Each year it would be nice to think that the need for our charity drive lessens, but unfortunately that’s not the case, and in fact the numbers of food parcels distributed has grown every single year since we started this initiative.
“Indeed, the sheer number of food parcels delivered by Trussell shows just how important this organisation is and the difference it makes to thousands upon thousands of people.
“We are very proud to now be in the seventh year of this campaign, and with our firms and partners having been so generous in previous years, we know they’ll be just as supportive in 2024.
Mulherin added: “There are a number of ways to support us, in terms of collecting items for your local centres, sending them to Paradigm, and of course we can take financial donations that will all go to supporting the wonderful work of Trussell.
“We’ve been delighted to have already received physical food donations from two of our lender partners, The Mortgage Lender and Newcastle Building Society, and would like to encourage all other stakeholders to take part in this year’s drive in whatever way they can.
“Everyone at Paradigm has seen first hand what a difference Trussell has made to the lives of so many people, and we’d like to ensure this work continues and that everyone has what they need at what can be a very difficult time for so many people.”
