Gwen Hines, the CEO of Save the Children, spoke passionately and eloquently this week about what charities really need right now, and there was no getting around it: they need money. 

One thing she said really struck a chord... that £40 is enough to be able to significantly support a displaced family for a month. Now, as an individual, £40 isn't necessarily easy to find out of a monthly household budget... but as a business owner I realise that we can think a little differently. We can forego 'that advert', or we can tweak 'that marketing campaign', or we can downgrade 'that stationery order', or we can do this or that or this or whatever... and one way or another, we can find a spare £40, or £100, or whatever it might be.

For me and my business, £200 is the figure where it just about becomes borderline uncomfortable... so with that in mind, I thought to myself: "OK, if we give £200 to Save the Children - that's enough to help five families... I wonder if other businesses would like to do the same?". 

And thus the Five Families Appeal was born.

Without bankrupting any businessy mates, we hope to encourage any that are in a position to, to make a single, one off 'borderline uncomfortable' contribution to the appeal, at a level that just on its own it could materially help to support five families in an impactful way. For example:

£62.50 could provide warm blankets for five families

£92.50 could provide hygiene supplies for five families for a month 

£110 could provide access to education for the children of five families

£200 could provide vital emergency supplies for five families

£375 could provide a month of food supplies to five families forced to flee their homes

 £1,125 is what it costs to provide five families with emergency shelter and other supplies 

£2,425 could help five families make it through the winter, with clothes, blankets, heaters and fuel

Ukraine's children are living in fear. They face ever-present danger of being killed, injured or suffering severe emotional distress. The war is forcing children and families to shelter in basements and bomb shelters to escape explosions. They have already lived through eight years of conflict, enduring violence, shelling, and being forced to flee their homes.7.5 million Ukraine children are now in danger. Amid freezing temperatures, power cuts and food shortages, every day is a struggle to survive. Families are forced to flee their homes. They need urgent help accessing water, shelter, and food.

When 15-year-old Eva’s village was attacked, she and her parents hid in the bathroom. She describes her sense of “fear, panic and hopelessness… it felt like an eternity.”

When the shelling stopped they got in their car and drove away from their village. Now Eva worries about her grandparents and friends who are left behind.

Don't take it from me. You can hear Eva’s story in her own words.

Across Kyiv, three million people are taking refuge in basements, metro stations and bomb shelters. There are reports of children singing from shelters to keep their spirits up. No child should ever be put in this situation.

Amid freezing temperatures, power cuts and food shortages, families are struggling to survive and have fled their homes.  Children like Eva have to leave behind loved ones, friends and everything they have. A million people have crossed into nearby countries – and more are on their way.

These are desperate times. But alongside the horror and heartbreak on the nightly TV news, we’ve also seen children and families’ remarkable bravery and resilience.

It’s vital they get the help they need. 

Can you help Five Families?

Thanks already to several fellow businesses that have pledged:

Jenny Waller, Cotswold HR; Kevin Waller, Northridge Partners; Austin Halliday, Halliday Homes; Ross Final, Cristopher Pallet; Sharon Strickland, Bravetart; Tamara Giltsoff, Ushahidi; Gavin West, West Property Consultants; Matt Willams, Cypher Accountants; Sherko Zen-Aloush, Keller Williams UK; Emma Brooks, Fine and Country; Andy Bedwell, The Perch; Karen Underwood, X-Press Legal Services