The Challenge
In the UK, an estimated 100,000 children and young people will spend this Christmas in care, a time when they are particularly vulnerable to feelings of isolation and invisibility. Despite this, the challenges faced by care-experienced children often remain overlooked, especially during moments of national celebration like the festive season. These young individuals frequently experience a lack of belonging and connection, further highlighting the need for awareness and action around this critical issue.

The Solution
John Lewis partnered with adam&eveDDB to create its 2022 Christmas film, “The Beginner.” Developed with input from charity partners Action for Children and Who Cares? Scotland, the ad follows the quiet determination of a man learning to skateboard, a random pursuit that’s revealed in the final moments as a meaningful gesture to connect with Ellie, a foster child entering his home.
More than just a story, The Beginner is part of Building Happier Futures, a long-term programme from the John Lewis Partnership supporting care-experienced young people. This includes direct employment pathways, apprenticeships, festive support, and funding for organisations in the care sector. Customers are invited to join through purchases of Lewis Bear products and in-store donation trees, with proceeds supporting key charities.