Paradigm has launched its eighth annual ‘Help Fight Hunger’ Reverse Advent charity drive, calling once again on its network of mortgage and protection firms, partners, and the wider financial services industry to support the Trussell Trust.
Running throughout November and December, the initiative collects food, toiletries and financial donations to help local food banks across the UK. Paradigm staff have also been volunteering at Trussell distribution centres to see first-hand how donations make a difference.
The Trussell Trust operates the UK’s only nationwide network of food banks, providing emergency food and support for people in crisis. Between April 2024 and March 2025, it distributed more than 2.9 million food parcels – a 51% rise over the past five years. Over one million of those parcels went to children, a figure that has more than doubled since Paradigm began its annual campaign.
Paradigm is encouraging its 1,900 member firms and strategic partners to collect non-perishable food and toiletries for local food banks or to make financial contributions via the company’s JustGiving page. Donations can also be delivered to Paradigm’s own offices, where staff will ensure they reach local Trussell centres.
Riona Mulherin, director of marketing and operations at 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.
“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.”
For more information, or to donate, visit Paradigm’s JustGiving page at https://www.justgiving.com/page/paradigm-2025-reverse-advent or find a local food bank at www.trussell.org.uk.
