Paradigm has launched its fourth annual ‘Reverse Advent’ charity drive, in aid of The Trussell Trust.

The Trussell Trust is the only nationwide network of foodbanks providing emergency food and support to people in crisis right across the UK. Between 1 April 2020 and 31 March 2021, food banks in the Trussell Trust’s network distributed 2.5 million emergency food parcels – a 33% increase on the previous year.

Paradigm is encouraging its 1,600-plus member firms, strategic partners, and the wider financial services industry, to consider making a donation to The Trussell Trust, or use a ‘Reverse Advent’ calendar approach by adding a non-perishable food item to a box or bag every day, which can then be taken to a local food bank to help those less fortunate who may be struggling at Christmas.

Last year Paradigm collected over £4,110 (including Gift Aid) and would like to beat this amount in 2021. Paradigm has set up a Just Giving page where financial donations can be made and Gift Aid added where appropriate.

The Just Giving page can be accessed at: https://www.justgiving.com/fundraising/paradigmreverseadvent

Paradigm also wants to hear from everybody involved in the ‘Reverse Advent’ initiative via social media, encouraging them to share details and photos using the hashtag: #ParadigmHelpFightHunger.

Bob Hunt, chief executive of Paradigm Mortgage Services, said: “As we move towards December and Christmas, we are very pleased to once again be starting our Help Fight Hunger initiative to support The Trussell Trust in providing food via its 1,200-food bank network. This is the fourth year we have chosen a ‘Reverse Advent Calendar’ approach and we want to encourage everyone in the market to either make a financial donation or to contribute to their local food banks.

“Christmas is undoubtedly a very special time, however it can be difficult for many families and individuals struggling on extremely tight budgets, made all the more difficult by the pandemic. The food and money that is donated is used by The Trussell Trust to support these people and to put food on their table at Christmas. There can be few better causes at this time of year to support and we hope as many people, firms and partners are able to contribute generously as they have done in previous years.”