A new initiative has been launched to ensure that no child in the UK has to endure winter without a warm coat. The ‘No Cold Child’ campaign, spearheaded by the national parent charity Parentkind, addresses the urgent need highlighted by recent research indicating that 150,000 children are growing up in homes where parents cannot afford a winter coat.
The campaign is a response to the growing levels of poverty affecting families across the country. Parentkind CEO Jason Elsom emphasised the urgency, stating, “No child should walk to school in the cold without a warm jacket.” Parentkind, which collaborates with over 13,000 Parent Teacher Associations (PTAs) across Britain, aims to address this gap by providing winter coats to families in need.
The campaign has gained traction with the support of British lifestyle brand FatFace, which will supply 10,000 winter coats at a significantly reduced price of £10 each—less than 20% of the recommended retail price. FatFace is the first retailer to support the campaign, with hopes that other high street brands will join in to meet the goal of distributing coats by September.
Additionally, The Guinness Partnership, a national social housing provider, has contributed funding for 2,000 coats, targeting communities within their housing portfolio. Parentkind’s ambitious target is to distribute 150,000 coats by Christmas, just in time for the return to school.
Parentkind has reached out to CEOs of other major retailers, urging them to support the campaign and help meet the target. Elsom described the situation as a “winter coat emergency” and stressed the importance of timely action.
The ‘No Cold Child’ campaign aims not only to provide winter coats but also to shift perceptions of PTAs as proactive advocates against poverty. The campaign seeks to highlight PTAs as crucial contributors in tackling the cost-of-living crisis.
Commenting on the launch, Elsom said, “Our research reveals a distressing reality: 150,000 children are growing up without the basic necessity of a warm coat. This stark reality underscores the severity of our cost-of-living crisis. As the weather turns colder, it becomes an emergency that requires immediate action.”
He added, “The coats are urgently needed by September, before the new school year begins. FatFace has stepped up by offering 10,000 coats at a significant loss, setting an example for other retailers to follow. We need more big names to join us and help ensure that no child goes cold this winter.”
FatFace CEO Will Crumbie echoed Elsom’s sentiment, stating, “The figures on children lacking warm coats are deeply troubling. No child should have to experience the discomfort of going to school in the cold. When we learned of Parentkind’s campaign, we were eager to support their mission and help prevent any child from going without a warm coat this winter.”
The campaign continues to call for additional support from retailers and the public to meet its ambitious goal and ensure that every child can face the winter months in warmth and comfort.