ABF The Soldiers’ Charity is delighted to announce that it has joined Advent of Change for a second-year running as part of a unique charity advent calendar for Christmas 2019.

Last year, the celebrity-endorsed social enterprise, Advent of Change, launched the first-of-its-kind charity advent calendar, which supported 24 charities, including The Soldiers’ Charity. By the end of 2018, the movement had raised £100,000 for the charities, and even received an award from the Prime Minister in recognition of outstanding contribution to charitable causes.

This year, the calendar is returning, alongside four brand new products. The Soldiers’ Charity are proud to be a part of the Advent of Change movement again for 2019, featuring in their Premium Advent Calendar for 2019.

Each day of this alternative advent calendar represents a £1 donation and describes how that gift could be used, giving the recipient a ‘feel-good feeling’ when seeing exactly how they’ve helped – from clearing plastic from UK shores, to offering shelter to a homeless person and helping our very own charity support soldiers, veterans and their families.


Turning Christmas consumerism upside down

Advent of Change started with one person, and a little idea: to take a product built to receive, and reverse its purpose to give instead – an idea that quickly captured the imagination of many others.

The innovative social enterprise caught the attention of John Lewis & Partners, who this year will again be stocking the calendar in stores throughout the country and online. Dan Cooper, Partner and Head Christmas Buyer at John Lewis & Partners, said:
“In my role, I get to see some really interesting and exciting new products, but the Advent of Change advent calendar really stood out to me as an incredibly innovative way of giving back during the festive season.”

Advent of Change has also secured a number of exciting endorsements from household names such as Sir Richard Branson, Joanna Lumley OBE, Greg James, and Lawrence Dallaglio OBE.

This year, the Founder, 27-year-old Kristina Salceanu, hopes to more than double the amount raised last year, and help a total of 72 charities. She said: “Advent of Change began with one simple idea: to give the gift of giving at Christmas. And that small idea has captured the imagination of so many people already, and we really do believe that this simple concept has the power to change the world. We’re a non-profit with a mission: to help make the world a more fair, equal and sustainable place. We aim to create the world’s kindest products, and we are extremely proud to be representing ABF The Soldiers’ Charity again in 2019!”

The UK’s first Braille advent calendar

Part of Advent of Change’s range of charitable products is a pioneering new Braille version of the Premium Advent Calendar – created in collaboration with the RNIB, who have not only helped to develop the product, but also supplied the Braille itself.
The UK’s first and only Braille advent calendar will span across 24 embossed pages, each featuring raised perforations that detail exactly what the recipient has given.

Advent of Change Founder, Kristina Salceanu said:
“Advent of Change is, and always will be, a not-for-profit enterprise designed to encourage people to give a little something back, so it’s important to us that we are always as inclusive as possible. We developed the Braille edition, so that nobody need be excluded from discovering where their donation has gone each day, and knowing the difference they have made.

It quickly came to light that there were no other Braille advent calendars on the market, which was a huge surprise, and made it even more important that we were able to bring this to life for the blind community. Creating a brand-new product is difficult, however, and that’s why we’re so grateful to have had the support and expertise of The RNIB – together, I hope we’ve created a product that will make a real positive difference.”

For more information about Advent of Change, please visit www.adventofchange.com.

Skip to content