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Monday, 30 November 2020


Floella and Alfie launch hardship fund for children battling poverty as well as crime

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CHILDREN’S champion, Dame Floella Benjamin, has welcomed Embrace’s launch of a hardship fund for children and young people.

Alfie’s Hardship Fund is raising money to be spent on essential items – the ‘bear’ necessities – to support young victims of crime who are now living in households plunged into poverty as a result of COVID-19.

Floella, a long-time supporter of vulnerable children, said:

“We’re all affected by the COVID-19 measures, none more so than the young victims of serious crime who now find themselves living in poverty-stricken households.

“Alfie’s Fund is important because it will deliver much-needed food and clothing.  Where they are being home-schooled, we’ll also help support their learning by providing tablets and other learning aids.

“These children desperately need our help. Please be generous and lend your support if you possibly can. There are many good causes out there and this is definitely one of them.” 

Charity Chief Executive Anne Campbell said the appeal had got off to a flying start with an early donation of £1,000 from a Cambridge-based company and donations from followers of the charity’s social media channels where the appeal first went live.

Anne said:

Alfie Bear

“Many of the young people we support already live in cash-strapped households – the virus measures have just added hugely to that pressure.

“We hope that by giving this fund a personality through the charity’s mascot bear, he will help win hearts and encourage people to be generous.  It is, after all, the next generation we are protecting.”

To donate to Alfie’s Hardship Fund please visit: https://www.justgiving.com/campaign/AlfiesHardshipFund

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