In the heart of Stoke-on-Trent and Newcastle-Under-Lyme Alice Charity is on a quest to ensure every child, young person and family has a safe and happy childhood and the foundations they need to thrive.

In 2024 the charity made a positive impact on the lives of 9,247 children, provided 10,944 meals for children and had 3,340 attendees at its Big Cup parent and toddler groups.

It enabled 1,404 children to wake up on Christmas Day to discover Santa had been by providing 5,700 presents.

The charity facilitated 4,450 hours of volunteering, provided 145 cots, moses baskets and beds to give babies and children somewhere safe to sleep, provided 88 prams or pushchairs and nearly 1,000 items of clothing for babies and children.

Alice Charity was set up in 2011 to support vulnerable and disadvantaged families across North Staffordshire.

Every family helped includes at least one person under the age of 18 with wide-range support including the likes of food parcels, help with household budgeting, emotional support and even providing furniture and household items for people in difficult circumstances.

Alice Charity has been entered into the Business in the Community category of the University of Staffordshire Business Awards by CEO Heather Sheldon.

She said: “More than 30% of children in Stoke-on-Trent live in absolute poverty, this compares to 22% within the West Midlands and 16% in England. Can you imagine not being able to pay the rent for the home where you live with your children? Not able to feed your children or provide clothes and toys for your children? A home where Santa can’t afford to visit at Christmas?

“Going without essentials strips people of their dignity and damages their social connections. Living in a cold, damp or insecure home, or not having enough food, damages people’s physical health.

“The stigma attached to poverty can increase social isolation, piling further pressure on people’s mental health when they are already burdened with worry about how to cover life’s essentials.

“Providing children with the best start on life crucial to their future health and wellbeing as well as the future health and wellbeing of the country.”