John Lewis advert brings back memories for foster carers

In November 2022, John Lewis launched their Christmas advert “The Beginner”. We were thrilled that this organisation had used their Christmas advert to highlight the number of children in care and the role of foster carers.

The advert tells the story of foster carers anticipating the arrival of a teenage girl, we see the male trying hard to learn how to skateboard in order to bond with the young girl. Coming into care can be a daunting time for children and foster carers ensure they welcome children into their homes and provide love, care and stability.

Christmas can be a difficult time for young people who have been in care, they often feel isolated and forgotten with no family to celebrate Christmas with. The advert received a lot of praise online from care leavers and foster carers sharing their stories and thanking John Lewis for making young people with care experience feel cared about and represented.

Our foster carers were equally pleased with the advert. Paula has been fostering for 10 years and commented straight away on the advert. Paula informed others that fostering is the best thing they have done as a family. The advert brought back memories for Paula, who recalls attending skate parks around the country and abroad with her foster child and birth child “watching them for hours at a time learning new tricks and skills”.

Gemma has been fostering for 11 years and thought the advert was “amazing”. She particularly enjoyed seeing it “through another carers eyes, he was willing to do anything to make her feel comfortable but also feel a connection through something that the child enjoyed”. Gemma told us the advert brought back memories of teaching her foster children to ride a bike, read a book and count to 10. Gemma cares for a sibling group and told us, “I love my family so much I burst with pride”.

Family and friends carer Vicky, highlighted that carers will “do anything to make these children happy and wanted”. Foster carer Pam echoed this, explaining that foster carers “try really hard to give the children in our care a great big welcome and we try hard to make them feel at ease on their terms”.

We made a short video with foster carers Pam, Paula and Gemma to hear their views on the advert

– John Lewis Advert 2022 – Foster Carers share their views – YouTube.

Foster carer, Shaun “nearly cried” when he watched the advert, he has been fostering for 18 months and thought it was “brilliant”. Patricia has been fostering for 3 years and found the advert “very emotive”. Patricia advises its “important to create a connection and involve yourself with their hobbies”.

Newly approved foster carer, Rebecca found the advert to be “really moving” and said “it’s a real encouragement and reminder that sometimes we need to go out of our comfort zone and do things differently to welcome a child well.”

During filming we also asked Pam, Paula and Gemma to tell us a little about their favourite part of being a foster carer – What is your favourite part of being a foster carer? – YouTube

We also wanted to hear what children thought of the advert so we asked our foster carers to share the views of their foster children and birth children. The foster children in Gemma’s care “all said that it reminded them of themselves and they asked to do the advert!”

Paula’s son Joshua, aged 19 said “as a foster brother to many children it is really the best decision we made to become a fostering family”. Vicky’s son Sonny, aged 19 found the advert “very moving”. Rebecca’s daughter Mya, aged 15 found the advert “touching”. Patricia’s son Ethan, aged 11 thought the advert was “nice how they helped the foster child fit in”.

The advert highlighted that in the UK there are over 108,000 children in care. In December 2022 our 3 local authorities (Cheshire West and Chester Council, Halton Borough Council and Warrington Borough Council) had over 1,100 children in care.

Foster carer, Paula praised the advert for how it could help more families consider fostering. We need more people to become foster carers for children of all ages in Cheshire West and Chester, Halton and Warrington. If you would like to foster please contact us to request an information pack or come along to an information session to learn more about fostering.

John Lewis has said that the advert was deliberately different to what they have done before. It provided an opportunity to talk about what they care about, for them it’s the beginning of their story not the end. John Lewis is making a long term commitment to support the futures of young people from care and we are excited to see what this involves! To find out more about the work John Lewis & partners are doing visit John Lewis Partnership – Building Happier Futures for young people from care.

Are you interested in becoming a foster carer? You can request an Information Pack or attend one of Information Sessions to find out more.