Luke Ross, a five-year-old cancer survivor from Irchester, Northamptonshire, has been chosen to front supermarket Lidl UK’s fundraising drive to raise £1million for the children and young people’s cancer support charity CLIC Sargent.
From tomorrow (Wednesday 18 May), Luke and his family, who have been supported by the charity, will be appearing on posters throughout Lidl’s network of 630 stores to encourage people to help Lidl and CLIC Sargent reach their target.
CLIC Sargent is Lidl UK’s ongoing charity partner, and since January 2014 the supermarket’s cause related marketing on a range of products, in addition to fundraising by shoppers and staff, has raised £900,000.
The total raised could fund the running costs of the charity’s entire Homes from Home network for over a year. The Homes provide free accommodation for families, close to the hospitals where their loved one is being treated so that they can stay together during treatment.
Luke and his family spent time at two of CLIC Sargent’s Homes from Home after he was diagnosed with Embryonal Rhabdomyosarcoma, a rare soft-tissue cancer, aged just two-and-a-half.
After a scan found a mass in Luke’s bladder, the family was referred to Nottingham Queen’s Medical Centre, which specialises in childhood cancer treatment - a two-hour journey from where there live. They didn’t return home for the next three months.
Jess Lusher, Luke’s mum, explains: “When Luke was first admitted, my partner Tim slept on the ward with him, and me and our younger son Euan, who was only a few months old at the time, shared a tiny room at the hospital for families.
"I was on a camp-bed and Euan was in a Moses basket next to me, which he wasn’t happy about as he was an absolutely huge baby.
“Then Val, a CLIC Sargent Social Work Assistant came to see us and said that we could stay at the charity’s Home from Home Billy’s House for free, which is just over the road from the hospital. It made a huge difference.”
Luke’s parents also received financial assistance and support from CLIC Sargent’s Social Work team as the extra costs of cancer meant that having spent all their savings, they were forced to sell their belongings in order to make ends meet.
The family later stayed at Paul’s House, the charity’s Home from Home in London, after Luke was referred for specialist treatment, saving them from expensive hotel bills.
On Luke being chosen for the Lidl campaign, Jess said:
We’re all really proud that Luke was chosen to help Lidl and CLIC Sargent reach their £1 million target.
"I was really shocked when I heard! I think he’s lovely and beautiful, but then I’m his mum!
“We shop at Lidl and when I explained to Luke that having his photo up at the supermarket could help other children like him stay at Billy’s House, Luke just beamed and said: ‘I want to help other poorly children’.
“We were lucky. Luke is now in remission and has just celebrated his fifth birthday with a superhero party. And now I’m looking forward to seeing his lovely face stare down at us when I’m next shopping at Lidl!”
Maya Orr, Lidl UK PR and CSR Manager said: “Luke is such a brave little boy.
We are so proud to be linked with a charity that recognises the needs of families such as Luke’s and can offer invaluable support.
Rachel Kirby-Rider, Director of Fundraising at CLIC Sargent, said: “Luke and his family are just one wonderful example of how thanks to Lidl’s backing, the CLIC Sargent team can make a huge difference to the lives of thousands of families who are going through the hardest of times.
“With Lidl and now Luke’s support, we hope to smash our £1 million fundraising target and be there for even more children, young people and families when they need us most.”
For more information, an interview or images please contact Claire Monger on 020 8752 2938 or email: firstname.lastname@example.org
About CLIC Sargent
CLIC Sargent is the UK’s leading cancer charity for children and young people, and their families. We provide clinical, practical and emotional support to help them cope with cancer and get the most out of life. For more information visit www.clicsargent.org.uk
Since establishing itself in the UK in 1994, Lidl has grown consistently and today has over 630 stores in England, Scotland and Wales. Lidl, which was crowned Grocer of the Year at the 2015 Grocer Gold awards, takes pride in providing top quality products at the lowest possible prices throughout the country from Kirkwall to the Isle of Wight. In recent years Lidl’s quarterly wine collection has been embraced by the British public, enabling households up and down the country to buy premium wines such as Châteauneuf-du-Pape at incredible value. Regular world food themes give customers a chance to excite their taste buds with a range of produce from all over the world including the South of France, Italy, Poland and Cornwall. Whilst its roots may be in Germany, Lidl UK is passionate about working with British producers and two thirds of its products are sourced from the UK. In addition to food, Lidl also has bi-weekly special offer promotions on products ranging from cycling gear to angling accessories, computers to BBQs, and lawnmowers. These offers change on a Monday and a Thursday and are subject to availability. For more information and a convenient store locator, please visit www.lidl.co.uk