Dress Claire, a bold campaign to drive donations at EACH shops across the region, has seen the charity benefit from an extra £30,000 worth of items compared to the same period last year.
In total across the two-week campaign, EACH received around 13,400 bags, representing a 30% spike from 2018.
Dress Claire saw lifesize cardboard cutouts of Claire Wright, 45, from Sutton, near Ely, partially hidden behind a board and greeting customers in all of EACH’s 37 shops.
Claire’s family received support from us when, in April 2012, her 16-month-old son, Jacob, sadly died from mitochondrial disease. The charity, in Claire’s words, “is a place where we can remember our beautiful boy, Jacob, with a tear and a smile. You never think you’ll be the one who needs EACH’s support, but when you do it’s something priceless”.
She has raised huge amounts of money and awareness for EACH since. Dress Claire began just days after the seventh anniversary of Jacob’s death.
Dress Claire built on a previous donation drive, Dress Daisy, that asked people to help dress a naked dummy, Daisy, in shop windows. That saw a 16% spike in donations.
For the more recent campaign, Claire went to City College Norwich, when she enjoyed having her hair and makeup done by student Sophie Briggs, and photos taken by second-year photography students. She then met all the cutouts of herself, including her favourite photo of Jacob, at EACH’s Retail Distribution Centre in Thetford. With the help of another college student, Jess Beard, EACH produced a video showing that process. It can be viewed at www.each.org.uk/dressclaire.