Source Insurance has donated its entire Christmas marketing budget to The Huggard, a Cardiff-based charity providing emergency accommodation and support for people experiencing homelessness.

Rather than running a traditional festive campaign, the insurance firm has opted to redirect its seasonal spend to frontline services, backing what it has described as a “Christmas Without the Trimmings” approach that prioritises community support over promotion.

The donation will support The Huggard’s work during the winter months, helping to fund emergency beds, hot meals, access to healthcare and support designed to move people into more stable, long-term accommodation.

Homelessness services across the UK continue to face increased demand, particularly during colder periods, with charities reporting sustained pressure on both overnight accommodation and day services.

Louise Watkins, director of customer experience at Source Insurance, said: “This Christmas, we wanted to focus on what truly matters: people.

“While festive campaigns come and go, the challenges faced by those experiencing homelessness are very real. Donating our Christmas campaign budget to The Huggard felt a small but necessary contribution to our community.”

The Huggard operates a range of services in Cardiff, including emergency housing and year-round day support, aimed at addressing immediate needs while helping individuals take steps away from homelessness.

Sarah Liney, head of finance and facilities at The Huggard, said: “Source Insurance’s generous donation will support our emergency beds and day services where we offer support, food, health care and more, 365 days per year.

“Winter is a particularly busy time of year for us and this generous donation is incredibly impactful in allowing us to keep our services open and deliver high quality support to those most in need.”