Helping make the local community a better place to live and work in

August 28, 2020

We’re committed to helping make the local community around our stores a better place to live, work and grow up in.

That’s why we have more than 380 dedicated community champions based in our stores across the UK who work with local charities and groups to deliver services in your community. From outreach programmes to grant giving, our community champions are here to transform local communities and improve the lives of those within them.

As the face of Asda in your local area, our community champions are the driving force behind our support of local good causes. They spend time each week delivering outreach programmes in the local community, coordinating our Green Token Giving programme and helping local groups to access funding.

Throughout the year they also donate in-store space to local causes to raise awareness of services available in the local community and raise funds for these services through bag packing, bucket collections and donating goods for fundraising events. Some activities may have been temporarily suspended due to Covid-19.

Fight Hunger Create Change is an innovative and transformational partnership between Asda, FareShare and the Trussell Trust, that will create a long-term positive change to poverty in the UK.

Across three years, we are donating over £20 million to these two leading charities to help tackle the hunger problem in the UK. On top of the national company donations, our community champions support and volunteer at their local food banks and hold regular food drives in stores allowing colleagues and customers to donate items the trolley at the front of the store. We’ve hundreds of examples of local support for food banks, just like our community champion Rachel from Asda in Queensferry who supports Flintshire Foodbank on a regular basis.

The Asda Tickled Pink campaign uniquely supports the work of two of the UK’s leading breast cancer charities; Breast Cancer Now and CoppaFeel!, to fund world-class research, life-changing support services and drive regular boob checking behaviour across the UK.

Over the last 24 years we’ve raised a staggering £68 million and our community champions play a vital role in leading instore fundraising effort from tombolas and hosting pyjama parties, to testing their limits on epic treks and bicycle rides. We really focus on encouraging colleagues and customer to regularly check themselves to give you the best possible chance for an early diagnosis – which research shows saves lives.

Understanding the signs and symptoms is a really important message as told by our amazing community champion in South Woodham Ferrers, Lisa Kelly. Read her story here.

Asda has been a BBC Children in Need partner since 2000. Over the past 20 years, we’re proud to have raised over £24 million to support disadvantaged children and young people all over the UK.

From picking up one of our brilliant Pudsey products to fantastic fundraising in store, this is where once again our community champions spring into action with their creative and interactive fundraising events. From Pudsey Bear parties to teddy bear picnics our wonderful team of community champions have been out and about putting smiles on people's faces all in support for BBC Children in Need appeal. You can find much more detail on how we support the charity here.

In addition we try to ensure that we have relationships with the local projects that we have funded through money raised by colleagues and customers just like Elaine Livingstone from Asda Portadown who often visits the Sticky Fingers project.

Our stores’ community champions helped make last Christmas one of the best ever when they presented local community groups with surprise grants from the Asda Foundation, like the extra special Christmas party surprise for Clacton service veterans.

Find out more and see the amazing reactions from the volunteers as they received their donations here.

Our community champions work closely with a whole range of local groups and good causes, organising each store’s Green Token Giving local store fundraising collection where customers choose between three deserving causes. They also build close relationships with local schools, working with teachers to promote healthy food and an active lifestyle, as well as showing children how much fun cooking is.

They arrange events in store and inspire colleagues and customers to get involved in local community work. In some of our bigger stores we can provide space, including meeting rooms, for local groups to use. And they welcome charities and other local groups to raise funds in store or collect donations for food banks and other good causes.

We also support a range of other national charities, but will still make an impact locally such as the Poppy Appeal, Help For Heroes, and handing out grants to deserving community causes from the Asda Foundation.

Our community champions have taken part in some remarkable personal fundraising events – shaving their hair off, walking, running and undertaking epic bike rides all for good causes. In everything they do they make us all incredibly proud.

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