Paradigm has launched its eighth annual Reverse Advent charity drive, running throughout November and December 2025 in aid of the Trussell Trust.
The initiative supports the UK-wide network of food banks providing emergency food and assistance to people in crisis.
Between April 2024 and March 2025, Trussell food banks distributed more than 2.9 million emergency food parcels, marking a 51% increase over the past five years.
Over one million of these parcels went to children, more than double the number recorded in the first year of Paradigm’s charity campaign.
Paradigm employees have been volunteering at their local Trussell food bank distribution centres, seeing first-hand the difference donations make.
The firm is encouraging its 1,900 member firms, strategic partners, and the wider financial services community to take part by collecting non-perishable food and toiletries or by making financial donations.
Collections can be dropped off at local Trussell food banks or sent to Paradigm’s offices, which will deliver them to local distribution centres.
Financial contributions can also be made via Paradigm’s JustGiving page at https://www.justgiving.com/page/paradigm-2025-reverse-advent.
Riona Mulherin, director of marketing and operations for Paradigm, said: “Each year we hope our ‘Reverse Advent’ charity drive is not required but each year it’s obvious to us all that it is needed more than ever.
“Which is why we’re reaching out to our industry again to see if you can help support this wonderful cause which achieves so much.
“Trussell has a network of over 1,300 foodbanks which means there are likely to be a number of options for everyone to visit or simply drop off their donations. Or, if it’s more convenient, then people can simply visit our offices and we will donate on their behalf.”
Mulherin added: “Throughout the year, we see what a significant difference the food parcels make to individuals and families, particularly at this time of year when many people are struggling in the lead up to Christmas.
“All the food donated is used locally so it’s helping those in your communities who need it most.
“We want to thank all those who have taken part or donated since we began the ‘Reverse Advent’ charity drive to ‘Help Fight Hunger’, and we are urging everyone to do something similar in 2025.
“The need is just as great and it will have an extremely positive impact on some of those who require help the most.”
