Paradigm launches annual 'Help Fight Hunger' reverse advent charity drive

Paradigm has launched its eighth annual ‘Reverse Advent’ charity drive, running throughout November and December, in aid of Trussell. 

Trussell is a nationwide network of food banks providing emergency food and support to people in crisis right across the UK. 

Between the 1st April 2024 and the 31st March 2025, Trussell food banks distributed over 2.9 million emergency food parcels, a 51% increase over the past five years. Over one million of these parcels went to children, a figure that has more than doubled since the first year of Paradigm’s charity drive. 

As part of its commitment to Trussel, Paradigm employees have been volunteering at their local Trussell foodbank distribution centre, seeing the impact of donations in practice.

Paradigm is once again encouraging its member firms, strategic partners, and the wider financial services industry to take part in the charity drive in following ways:

1. By collecting non-perishable food items and toiletries, which can be taken to a local Trussell food bank to support those in need. Paradigm are happy to accept donations to their offices, which they will take to their local distribution centre.

2. By making a financial donation. Paradigm has once again set up a Just Giving page where financial donations can be made and Gift Aid added where appropriate. The Just Giving page can be accessed at https://www.justgiving.com/page/paradigm-2025-reverse-advent.

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

Riona Mulherin, director of marketing and operations at Paradigm, commented: “Each year we hope our ‘Reverse Advent’ charity drive is not required but each year it’s obvious to us all that it is needed more than ever. Which is why we’re reaching out to our industry again to see if you can help support this wonderful cause which achieves so much.

“Trussell has a network of over 1,300 foodbanks which means there are likely to be a number of options for everyone to visit or simply drop off their donations. Or, if it’s more convenient, then people can simply visit our offices and we will donate on their behalf.

“Throughout the year, we see what a significant difference the food parcels make to individuals and families, particularly at this time of year when many people are struggling in the lead up to Christmas. All the food donated is used locally so it’s helping those in your communities who need it most.

“We want to thank all those who have taken part or donated since we began the ‘Reverse Advent’ charity drive to ‘Help Fight Hunger’, and we are urging everyone to do something similar in 2025. The need is just as great and it will have an extremely positive impact on some of those who require help the most.”