West Ham United will raise support and awareness for Official Charity Partner Ambition Aspire Achieve during Monday night's Premier League fixture with Wolverhampton Wanderers. Below, the charity have provided an update about their important work and Christmas Toy Appeal that supports the young people of Newham...
West Ham United are kindly highlighting our charity Ambition Aspire Achieve (AAA) today, helping to spotlight our work with young people in Newham. The timing is perfect, with our annual seasonal campaign, The Kevin Jenkins OBE Newham Christmas Toy Appeal underway, with the aim to reach at least 3,000 vulnerable and disadvantaged children and provide them with a stocking of gifts in time for Christmas Day.
The Club have been brilliant supporters of the campaign for many years. Children are referred to the appeal on the basis of need by social workers, schools, local children’s services and agencies, with all their families experiencing the crippling challenges caused by severe financial hardship, made so much worse over recent times. Delivered in partnership with the Newham Recorder over many years, the Toy Appeal is one of our toughest challenges, but we aim to make it a magical Christmas for children in Newham who need it the most.
Paula Blake, AAA’s Toy Appeal co-ordinator, reflected this at the recent launch of the Appeal, saying: “Times have been tough for so many recently, and the Appeal is needed more than ever and we are calling on as many supporters as possible this year to help make a difference where it’s needed most.”
AAA’s Chief Executive Jonny Boux also highlighted the need, saying: “Last year, nearly 3,000 vulnerable children were referred to the Appeal and with many local families in Newham continuing to experience rising challenges, there is every chance that number will be exceeded this year. Well over 50 per cent of Newham’s children are now experiencing the consequences caused by the daily grind of poverty, with many families increasingly struggling to make ends meet, through no fault of their own. Our campaign in itself cannot solve the issue, but it can make a tremendous difference to a child at a time when the effects of poverty are amplified during the season of giving.”
There are many ways to support and thanks to the generosity of the Club, we are delighted that includes donating new toys to the Appeal’s Giving Tree, based at the Stadium Store. Any donations of new toys supporters can give would be truly appreciated. Direct support can also be provided via our dediated appeal giving page HERE.
Ambition Aspire Achieve was founded by life-long Hammers fan and inspirational charity leader Kevin Jenkins OBE. Kevin sadly passed away in 2021, but his vision lives on, ensuring every child we engage, no matter their circumstances, is given every chance to succeed and fulfil their potential. Against that backdrop, our work over the past year has reached over 950 vulnerable young people, providing opportunities and experiences that change lives. This has included everything from daily term-time after school clubs and holiday activities based out of our neighbourhood youth and play hubs, the Terence Brown Arc in the Park in Canning Town and the Glyn Hopkin Abbey Hub, just around the corner from the stadium in Stratford.
This year we have also established our brand new woodland facility and outdoor adventure space next door to our Stratford centre, recently named again after our founder as the ‘Kevin Jenkins OBE Outdoor Learning Centre’. The facility has already welcomed large numbers of local children and their families, with a full programme set for 2025, providing young people with new outdoor learning and play opportunities.
More widely, we have delivered important outreach work in schools along with a regular detached street-based programme across Newham, recognising the need to focus on youth safety and protect young people from rising levels of serious youth violence in the Borough. Our specialist work engaging and progressing children and young people with Special Educational Needs or Disabilities has also grown and we have delivered a year-round programme of trips and residentials, including life-changing experiences, many offering the chance for children to enjoy their first experience of this kind outside Newham.
All this has been made possible by the many supporters we are fortunate to have, including our important and long-standing relationship with West Ham United and its surrounding community. We couldn’t have achieved what we have done without that support and on behalf of the staff, trustees and most importantly all the children and young people that benefit from our work, a huge thank you to all involved!
You can learn more about AAA at:
- Website – www.theaaazone.com
- Facebook – @AmbitionAspireAchieve
- Instgram – @ambitionaspireachieve
- X – @theaaazone
For direct contact about our work, and to support our fundraising, you can contact AAA’s Chief Executive Jonny Boux by email at [email protected].
