Paradigm, the mortgage, protection and compliance services proposition, has launched its fifth annual ‘Reverse Advent’ charity drive running throughout December, 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 the 1st April 2021 and 31st March 2022, food banks in the Trussell Trust’s network distributed 2.1 million emergency food parcels – a 14% increase on the same period in 2019/20. 832,000 of these parcels went to children. In the five years Paradigm has been running this initiative The Trussell Trust has experienced a 81% increase in need for its food banks.

Paradigm is once again encouraging its 1,700-plus member firms, strategic partners, and the wider financial services industry, to consider making a financial 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 £2,500 in financial donations, and a large quantity of non-perishable food items also. The team are aiming to beat this amount in 2022. Paradigm has set up a Just Giving page where financial donations can be made and Gift Aid added where appropriate.

Paradigm’s Just Giving page can be accessed at: https://www.justgiving.com/fundraising/paradigm-reverse-advent2022

Riona Mulherin, director of marketing & operations at Paradigm, said: “It will not need me to point out just how difficult many families are finding the current economic situation, with household finances under severe pressure as a result of the cost of living increases, and specifically the rising cost of energy.

“IAs we move towards December and Christmas, we are very pleased to be starting our Help Fight Hunger initiative to support The Trussell Trust in providing food via its 1,200 foodbank network. Some members of the Paradigm team will also be spending the day at their local Trussell Trust foodbank distribution centre in December, where they will be helping to process and package donations for those in need.

”We are urging the mortgage, protection and wider financial services’ industry to once again support The Trussell Trust at Christmas via a food collection or a financial donation which will go towards making the lives of many families a little easier over the holiday season. In previous years, our members and stakeholder partners have been very generous and we hope as many will be able to contribute again in this our fifth year of running this important campaign.”