Many impoverished children associate their lack of Christmas gifts with feelings of unworthiness, according to an East London mother.
Brenda Parara initiated the "Joy This Christmas" campaign to distribute toys and clothing to needy families. She anticipates helping over 300 children in Greenwich, Bexley, and Bromley during the current economic hardship.
For five years, Parara has observed that children begin to doubt their goodness when they receive little to nothing from Santa Claus, leading to feelings of rejection. To counter this, in her household, Santa brings only one present, while others are from the parents to prevent comparisons.
Her
Facebook-run campaign provides for children from infancy to age 16, ensuring even non-school-aged siblings are included to avoid exclusion.
Teenagers receive gift vouchers to select items based on their interests. With the help of her family and friends, Parara gathers second-hand donations for three weeks and plans to reach children from eight or nine schools, local community centers, and the children's ward at Queen Elizabeth Hospital this year.