Solihull welcomes John Lewis Christmas advert highlights children in care - The Solihull Observer

Solihull welcomes John Lewis Christmas advert highlights children in care

Solihull Editorial 19th Nov, 2022 Updated: 22nd Nov, 2022   0

SOLIHULL Council has welcomed this year’s John Lewis Christmas advert campaign, which highlights children in care.

The 90 second advert, entitled The Beginner, tells the story of a man learning to skateboard before welcoming a young teenager into the family home.

It is inspired by the brand’s commitment to support young people living in care and help them build happier futures, and Solihull Council welcomes the campaign and the increased awareness of foster care it is expected to create.

The endorsement follows the Council’s recent online campaign launch to recruit more foster carers from across the region.




The Foster for Solihull campaign encourages people to consider becoming a foster carer and give children a loving home and a sense of belonging.

Councillor Michael Gough, Solihull’s cabinet member for Children and Education, said: “John Lewis’s sensitive and charitable angle for this year’s Christmas advert is already generating conversation and action around fostering, which is frequently an overlooked issue.


“Through our new Foster for Solihull campaign, we are working to highlight fostering and increase numbers of carers, so we are delighted for this to gain national attention and show first-hand the varying experiences for young people in a complex care system.

“We believe all of Solihull’s children should grow up with a sense of belonging. A foster carer’s role is to help a child grow up feeling safe, supported and part of a family and we are hopeful that this Christmas advert will be a catalyst to support our work to increase foster carers.”

Foster for Solihull prides itself on the wealth of support and resources for its fostering families, which is a combination of 24/7 access to an experienced fostering team, as well as training that’s exclusive to the borough.

People from all walks of life, including those with or without children, single applicants, and those in employment can become foster carers.

Coun Gough said “We know this is a life changing decision that makes an incredible difference to a child’s life, and that’s why we are there to support our carers together, every step of the way.

“Please get in touch if you think you could make a positive difference to a local child’s future.”

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