Ambition Aspire Achieve: Newham Christmas Toy Appeal
Helping local children and families living in poverty at Christmas
We have made two donations to Ambition Aspire Achieve‘s (AAA) Newham Christmas Toy Appeal. In both 2020 and 2023 we supported AAA with donations of £1,000.
Our two donations to AAA’s Newham Christmas Toy Appeal bought gifts to help fill the Christmas stockings of 3,000 children living in poverty in Newham as well as hampers for 100 families.
Why we support Ambition Aspire Achieve
Axis’ HQ is in Stratford, east London, in the borough of Newham. Ambition Aspire Achieve is a Newham-based charity supporting disadvantaged, vulnerable and at-risk local children and families all year round.
The Axis Foundation supports small, local and impactful causes. So, in response a direct appeal from AAA to John Hayes (CEO, Founder and Trustee of the Axis Foundation) the Axis Foundation made a Christmas donation to AAA.
“That’s really great news – the donation will go directly towards purchasing much-needed toys for the appeal this year” – Johny Boux, Chief Executive
2020 was a difficult and challenging year for everyone because of COVID-19. And, for those living in poverty, based in temporary accommodation, who may have behavioural difficulties and be the victims of abuse, Christmas might have been just another miserable day. For some children there would be no family lunch round the table with crackers. No gifts. Not even a stocking.
Kevin Jenkins, OBE, Co-Ordinator of the Newham Christmas Toy Appeal, said: “Thank you for making this difference for our area’s most disadvantaged, vulnerable and at-risk children, especially in this the most difficult and challenging of all years.
“As all the available evidence confirms, it is the poorest families already in need who have suffered the most, and many other families, through no fault of their own, have been pushed into poverty as a result of the hardship and loss caused by the COVID-19 pandemic.
“The appeal provided: 2,891 children with a Christmas stocking for Christmas morning – helping more children than ever before; 100 families (approx. 300 children) with a seasonal food hamper. With my sincere thanks, 2,891 times over.”
What the families said
“I need a card that gives you a big hug to show my gratitude for the lovely presents for the children. I have not worked for a while and worried as I don’t have money to spend on Christmas gifts and then the surprise made a huge difference!” – Parent with a disabled child
“I am so grateful to you and your team for all these gifts and the way you have supported my family. I am not working and not getting any benefits. We are spending my savings from my business before I became unwell. I would not have been able to buy anything for my girls but because of you, our Christmas is a happy one” – Parent
“I have struggled with my mental health this year and to be honest I don’t think I have thought about Christmas or presents. To receive this I am very grateful and it has made me very emotional that people are still looking out for each other. It has uplifted me” – Parent
“A massive thank you for our delivery of food and toys today. The children were so so happy and it cheered us all up after a hard week. My eldest said he was close to tears at how nice it was that someone would do that for us. Thank you so much to you and your team and anyone who donated. It really has helped make our Christmas. I hadn’t been able to get dessert or gravy for our Christmas Dinner because we have been isolating and I’m so pleased that we can now have some of the lovely things in the hamper” – Grateful Parent