Paradigm Mortgage Services, the mortgage services proposition, is repeating its ‘Reverse Advent’ charity drive in aid of The Trussell Trust, the nationwide network of foodbanks providing emergency food and support to people in crisis right across the UK.

Over 14 million people now live below the poverty line in this country resulting in many people going hungry every day so, in the lead up to Christmas, Paradigm will be collecting food supplies via this ‘Reverse Advent’ approach. Each day in December, Paradigm employees in their respective offices will add non-perishable food items to a collection which will then be given to their local foodbanks to help those less fortunate during the holiday season.

Paradigm is encouraging both its 1,466 member firms (as at 30 September 2019), its lender and provider partners and the wider intermediary market to get involved, by taking up the same idea and implementing their own ‘Reverse Advent’ in their offices all over the country. All food supplied to The Trussell Trust foodbanks is provided to local people.

Alternatively, Paradigm is accepting donations at its office in Solihull, and will ensure they are all taken to its local foodbank on 20 December.

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

For more information on The Trussell Trust and to find your local foodbank, please visit: www.trusselltrust.org

Riona Mulherin, head of marketing at Paradigm Mortgage Services, said: “Last year we introduced this ‘Reverse Advent’ charity drive and it was such a success, with so much food collected for local food banks, that we have decided to repeat it again.

“It’s deeply unfortunate that so many people live below the poverty line and need to use food banks, especially at Christmas time. We hope that our activities will bolster the stocks available to ensure all those who need these services can get what they require. We’ll be doing this at Paradigm offices, and we’re urging all our member firms, plus our lender and provider partners to do likewise so we’re able to tangibly support the fantastic work of The Trussell Trust.

“We’ll be actively promoting this initiative on social media in the hope of getting additional support from the wider industry too; if you’re collecting at your offices, we’d love to see photos.”