Donations to EACH shops soar during Dress Claire campaign

Donations to EACH shops soar during Dress Claire campaign

May 20, 2019

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.



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  • We arrived at the hospice feeling scared and alone. We had so many questions – they answered them all and more. Claire, Jacob’s mum
  • Renee loves going to The Treehouse, but it’s great that care staff are also able to visit us at home too. Stacy, Renee’s mum
  • We are also supported by the 24/7 True Colours nurses and it’s so reassuring knowing we can call on them whenever we need support or advice Helen, William’s mum
  • EACH helps us to create lovely memories and has played an important part in all of our lives, not just Lucy’s. Heather, Lucy’s mum
  • I didn’t realise hope was a gift until I became a mum. My little boy taught me many things and that was one of them Claire, Jacob’s mum
  • When we first heard about the hospice we were apprehensive because we didn’t know what to expect. When we got there we realised it was a lovely place where Renee would be well looked after, and we would be able to have a much-needed break. Stacy, Renee’s mum
  • The play specialists are excellent and I also get inspiration from the activities they organise. Heather, Lucy’s mum
  • EACH supports families when they’re at their absolute lowest, helping them to come to terms with their child’s illness, losing them and beyond Brad, Stanley's Dad
  • EACH helped us with coping mechanisms and special ways of remembering Stanley. Brad, Stanley's Dad
  • It’s been a great opportunity to meet other parents in a similar situation, something that doesn't really happen anywhere else. Helen, William’s mum
  • I really love going to the hospice. I’ve made friends there and get to do loads of fun stuff. Renee
  • I can’t imagine what it would have been like. Nobody should have to, every family should be offered the support we were, and are still getting Claire, Jacob’s mum
  • EACH has helped us keep Stanley’s memory alive. And allows us to look to the future Brad, Stanley's Dad
  • Children like Lucy don’t get the opportunity to go to sleepovers or to their friends for tea, so the interaction she has at the hospice is priceless. Heather, Lucy’s mum

The Treehouse

St. Augustine’s Gardens,
Ipswich, IP3 8NS

Milton

Church Lane, Milton,
Cambridge, CB24 6AB

Quidenham

Quidenham , Norwich,
Norfolk, NR16 2PH