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Vapoura Rum initiative supports homeless
British rum brand Vapoura has launched a Christmas gift initiative to support homeless people on the streets of England’s capital.
The new campaign aims to break the homelessness stigma and remind those in need that they are not alone.
From 1-22 December, Vapoura will put all profits from both on-trade and e-commerce sales towards purchasing essential winter clothing for London’s homeless.
The gifts, including gloves, hats and coats, will be handed out to those sleeping rough across the capital on 23-24 December.
With the aim of restoring human connection and emphasising the importance of giving back, Vapoura’s founders will lead the initiative by personally hand-delivering the care packages.
According to data from April 2023 to March 2024 by Big Issue, the most recent annual count estimates that nearly 12,000 people in London do not have a home. This signifies a 19% increase against previous years, making action to support those sleeping rough more prevalent than ever, the brand said.
Olly Barkley, co-founder of Vapoura, commented: “We have all been so shocked by the homeless crisis that seems to be ever-growing in our capital, but more so by the lack of human interaction and thought that society has seemingly dismissed.
“People appear to be so comfortable ignoring those in need when a simple hello, smile or a one-minute conversation could take so little out of our day, yet mean so much for theirs.”
Vapoura Rum is created, distilled and bottled in the English countryside. Vapoura’s rums are produced in small batches with all-natural ingredients.
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