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Wildlife Trust partners up with John Lewis for enchanting Christmas ad

Staffordshire Wildlife Trust is one of the 47 Wildlife Trusts across the UK to have been chosen as John Lewis’ Christmas Charity partner. 

This year’s John Lewis Christmas advert which launched recently, celebrates the joy of encountering wildlife in a neighbourhood  garden using a cast of wild creatures including a fox, badger, squirrel and hedgehog, aided by just a festive sprinkling of technological wizardry.

10% of the sale of soft toys from the campaign will go towards The Wildlife Trusts’ work engaging children with nature – this will include wildlife action packs for thousands of schoolchildren, activity booklets, and wildlife resources for teachers to use in lessons.

Chief Executive of The Wildlife Trusts, Stephanie Hilborne OBE, says:

The Wildlife Trusts believe that everyone should have the opportunity to experience the joy of nature and wild places in their daily lives. That’s why we’re delighted that John Lewis has put some of our most endearing wild animals at the centre of their magical advert and made The Wildlife Trusts their charity of choice this Christmas. With this support we will be able to inspire thousands more children about the wonders of the natural world.

There is growing evidence of how contact with the natural world benefits our health and sense of wellbeing. It is well-known that time spent outdoors in nature can be good for children: it can make them happier, healthier and more creative; for some it can have a life-changing impact.*

Visit to

• Download the Trust’s Wild Winter guide of nature activities and wildlife information
• Find out how to help UK wildlife this winter
• Be inspired to have a wildlife experience this winter
• Learn more about the advert’s adventurous cast of wild characters 


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