For thousands of families in Newham it has again been a very difficult year.
As a result, the Christmas Toy Appeal, a part of community life for 44 consecutive years, is needed more than ever before.
Last year, in the middle of the Covid-19 pandemic, charity Ambition, Aspire, Achieve (AAA) helped 3,000 children and their families - more than ever before. It knows from referrals already made before the campaign launched that demand this year will be exceeded.
Earlier this year, AAA lost the founder of the campaign and the charity, Kevin Jenkins. The appeal has now been renamed in his memory.
AAA chief executive Jonny Boux said: “We are proud to launch the Kevin Jenkins OBE Newham Christmas Toy Appeal, honouring the legacy and tremendous contribution made by the appeal’s founder.
“This year has continued to create many challenges for us all, with the continued pandemic and fallout creating even greater hardship for many. But it is the children and families most in need that have been particularly affected, pushed deeper into poverty through no fault of their own.
“Sadly, the lead up to Christmas 2021 and beyond are expected to be very difficult for families struggling to make ends meet. Kevin’s vision and spirit of determination, both in founding and delivering the appeal, are as important now as they have ever been."
This year, the Recorder and charities AAA and Community Links are combining again for the campaign to reach out to thousands of vulnerable young people.
Paula Blake, the appeal's organiser, said: “Christmas can be a time of stress and isolation. But the appeal looks to strengthen communities and raise aspirations, making Christmas special and futures brighter.
“Those we help do not get any extra money to provide the gifts and seasonal foods that so many of us are lucky to take for granted.
"We want to provide a Christmas stocking of new gifts appropriate to each child’s age, abilities, needs and if, possible, their most wished gift to open on Christmas Day.”
There will be one major drop off where you can leave new toys, at the Terence Brown Arc in the Park, off Hermit Road, Canning Town, from today (Wednesday, November 10).
If you can, help us ensure 2021 spreads some joy.
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