Children’s charity Coram has announced its Christmas Appeal 2024, which sheds light on the often-overlooked challenges faced by young care leavers as they turn 18.
Developed through a pro-bono collaboration with London-based agency Squirrels and Bears, the campaign aims to raise awareness and support for thousands of young adults who find themselves stepping into adulthood without a safety net.
This year’s appeal features video content of authentic care leaver stories, including a voiceover by a care-experienced individual, plus out-of-home messaging across 90 key London locations thanks to JCDecaux, supported by social media activations designed to engage and inform the public about the challenges faced by care leavers.
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While turning 18 is typically a time of excitement and opportunity, for many care leavers, it marks the beginning of a challenging journey into adulthood without adequate support. More than one in ten care leavers aged 18 to 20 experience homelessness in the UK and thousands lose access to stable housing, education and financial assistance. Through helplines, advocacy, and housing support, Coram tries to provide care leavers with the tools and assistance they need to build secure and fulfilling lives.
Petra Smith, Squirrels and Bears’ founder, said, “Our team’s vision was to invite the public to take a walk in care leavers’ shoes, shining a light on the contrasts between a care leaver’s reality and a regular 18-year-old’s experience.”
Funds raised will be used to support care leavers in various ways, from housing assistance to advocating for their rights.
Dr Carol Homden, CEO of Coram, said: “When young people leave the care system without the support they need, they risk losing everything: the place they call home, access to educational and financial assistance, and their support networks. Thanks to the generous support of Squirrels & Bears through this campaign, Coram can help more young care leavers to be heard and supported. We hope the campaign will inspire the public to stand by the side of care leavers this Christmas and give whatever they can to enable them to thrive in this next chapter of their lives.”
