Employees at Virgin Media O2 have brought festive joy to hundreds of vulnerable children across the United Kingdom by donating more than 450 Christmas gifts. The generous effort was part of the annual Giving Trees initiative run by the charity Action for Children.
How the Giving Trees Initiative Worked
Giving Trees were installed at nine different Virgin Media O2 offices around the country. Staff members selected cards from the trees, each detailing a specific present request from a child supported by Action for Children. Colleagues then purchased the requested items personally and ensured they were delivered to their local charity centres in time for Christmas Day.
In Manchester, the employee donations specifically supported Action for Children’s Multi-Systemic Therapy (MST) service. This vital programme works intensively with families where children are at risk of being taken into care or are facing other serious challenges, such as offending behaviour. The MST service focuses on strengthening family relationships and providing support structures that help young people remain safely at home.
A Wide Array of Donated Presents
The donated gifts covered a broad spectrum, carefully chosen to bring delight and developmental benefits. The haul included sensory toys, arts and crafts kits, Lego sets, various board games, and even electric ride-on cars. This thoughtful selection ensured children of different ages and interests received something special.
The participation was facilitated through Virgin Media O2’s Take FIVE volunteering programme. This corporate scheme provides every employee with five fully paid days each year to dedicate to supporting local charities and community groups, empowering staff to give back on company time.
Voices from the Initiative
Catherine Joyce, national director of England at Action for Children, expressed profound gratitude. “We are very grateful to the staff at Virgin Media O2 who are showing up for vulnerable children and their families when they need it most,” she said. “Thanks to their present donations, children and families will feel the magic of Christmas.”
Dana Haiden, chief sustainability officer at Virgin Media O2, praised the ongoing generosity of the company's workforce. “Our people show incredible generosity every year,” Haiden stated. “Through Giving Trees, colleagues across the UK are bringing joy and comfort to children and young people who need it most, making a real difference in their communities.”
This annual campaign highlights the powerful impact corporate volunteering and direct employee action can have on supporting vital children's services and spreading holiday spirit to those in difficult circumstances.
