Bank of England boss meets Swansea charity fighting child poverty: ‘Economic decisions must hear real families’

Andrew Bailey visited Faith in Families’ Cwtch Mawr Multibank in the city, meeting CEO Cherrie Bija and hearing how rising costs, interest rates and financial pressure are hitting children long before the impact shows up in official statistics.

The visit brought one of the UK’s most powerful economic figures into the heart of a charity that works daily with families struggling to afford the basics.

‘Child poverty is everyone’s business’

Cherrie Bija said the meeting was a chance to put the lived experience of Swansea families directly into national economic conversations.

“Child poverty is everyone’s business,” she said. “We have a responsibility to advocate for those who are most vulnerable in our society, especially children, and to make sure their voices are heard at every level.”

Faith in Families supports children facing poverty, trauma and crisis across Swansea Bay, providing everything from emotional support to essential items through its multibank model.

Staff told the Governor how financial strain shows up in children’s lives — in stress, mental health, relationships and a sense of safety — long before it appears in spreadsheets or economic forecasts.

Interest rates hitting families hardest

The charity highlighted how interest rates shape everyday life: the cost of mortgages and rent, food and energy bills, and whether families feel able to cope or are pushed closer to crisis.

Households already under pressure feel the impact first, they said — and children often carry the consequences.

Bailey’s visit was described as an important moment, bringing frontline experience into discussions usually dominated by markets and monetary policy.

What is Cwtch Mawr Multibank?

Cwtch Mawr is Wales’s first multibank, redistributing surplus goods from businesses to families through trusted frontline organisations. The model aims to support families with dignity while reducing waste and strengthening community‑led responses to poverty.

Faith in Families says it will continue to “stand alongside children and families, advocating boldly for fairness, dignity and the best possible start in life”.

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Cwtch Mawr multibank begins pilot expansion into Neath Port Talbot

Faith in Families says the expansion marks a significant step for the Swansea‑based project, which has been battling rising need by redistributing new, surplus goods from businesses to families struggling to afford the basics. The charity says it is now moving at speed to support more households across the county.

Five hubs have been chosen for the rollout — in Port Talbot, the Afan Valley, Neath, the Dulais Valley and Pontardawe. Faith in Families says each hub will receive clothing, toiletries, nappies and household essentials, ready to be passed on through trusted local organisations.

The charity says its vans are already being loaded, with deliveries expected to begin as soon as each hub gives the green light.

A rapid response to rising need

Faith in Families says the pilot will test how fast large volumes of essential goods can be moved across a wider area while keeping support rooted in local communities. The charity says the work forms part of a wider partnership known as NPT United, bringing together public services, charities and businesses to support families under pressure.

Jon Waite, Facilities and Development Manager at Faith in Families, said:

“This pilot is about working at pace while keeping things local and practical. We know there is real need across Neath Port Talbot, and by working with established community hubs we can get essential items to families quickly, through people they already know and trust. This trial will help us understand what works best on the ground and how we can build strong, joined‑up approaches going forward.”

Expanding a model built on speed and dignity

Faith in Families says the multibank model is designed to get essential goods to families without delay, paperwork or stigma. The charity says working through schools, community groups and frontline services ensures support reaches people through organisations they already trust.

Faith in Families says the Neath Port Talbot pilot will help shape how the model can be expanded further across Wales, with the aim of making sure no family goes without the basics.

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Swansea Bay Business Club smashes £40k charity target for Faith in Families

Epic fundraising challenges

Over the past two years, members of Swansea Bay Business Club have walked the Welsh Three Peaks twice, run the Swansea Half Marathon, cycled 400 miles from Fishguard to London, trekked from Swansea Pier to Port Talbot Pier, and joined the CarTen ride from Cardiff to Tenby. Add in an art auction and a string of fundraising lunches, and the total soared past £50,000.

Generous match funding from Howden, Lloyds Bank and Lloyd & Whyte doubled the impact of key events, turning every pound raised into vital support for families across Swansea Bay.

“Families who felt unseen have found confidence”

Faith in Families CEO Cherrie Bija said the partnership has been life‑changing:

“This partnership has shown exactly what can happen when a business community chooses to stand with children who need support the most. Families who felt overwhelmed have found stability. Children who felt unseen have found confidence and connection.”

She added:

“The need in Swansea Bay is rising, and partnerships like this are vital. We cannot thank Swansea Bay Business Club enough for their commitment.”

Business leaders step up

Behind the fundraising drive was Club President Amy Seppman, Marketing Director at JCP Solicitors.

“Choosing Faith in Families was one of the easiest decisions I ever made,” she said. “The stories I heard and the impact I saw reinforced to me why community matters.

“Our members rose to every challenge with generosity and spirit. This partnership has shown that when we support local families, we strengthen the whole region.”

Where the money goes

The £54,640 raised will fund Faith in Families’ Community Cwtches and Multibank, providing hot meals, parent and toddler groups, therapies, and essentials like warm clothes, school uniforms and bedding. It will also support the Brighter Futures Project, offering one‑to‑one interventions for children coping with trauma and strong emotions.

Call for more businesses to join in

Faith in Families is now urging other companies to carry the momentum forward into 2026 and beyond, through employee fundraising, volunteering, sponsorships and CSR partnerships.

“When businesses back their community, they transform it,” said Cherrie Bija.

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Virgin Media O2 donates hundreds of smartphones and free data to Swansea’s Cwtch Mawr Multibank

Hundreds of people in Swansea facing financial hardship will be able to stay connected this winter thanks to a donation of smartphones and free O2 mobile data from Virgin Media O2.

The devices have been handed to Cwtch Mawr Multibank, the city’s one‑stop shop for essential non‑food items, which is run by Faith in Families. The scheme, set up by former Prime Minister Gordon Brown, already provides clothing, furniture and toys — and now connectivity has been added to the list.

Targeted support for those most in need

Community leaders across Swansea are working with health professionals and schools to identify who needs the phones and data most. Recipients include people who have been made redundant, young people leaving care, refugees, and survivors of domestic abuse.

With a working phone and data, people can book medical appointments, apply for jobs, access training, manage housing applications, and stay in touch with loved ones.

Jakob, who received a smartphone through the scheme, said:

“When I was in temporary housing, I didn’t have a phone or internet, which made things really tough. Now I can use GPS to find my way around, learn more about the area, and I feel a lot safer knowing I can reach out for help if I need it.”

Backed by leaders

Nicola Green, Chief Communications and Corporate Affairs Officer at Virgin Media O2, said the company was proud to support Swansea’s Multibank:

“We know how important it is to have access to the internet. This partnership is helping to put phones and mobile data into the hands of people who really need it.”

Jonathan Waite, Facility and Development Manager at Faith in Families, added:

“Without a phone or data, people are effectively cut off from the support around them. For survivors of domestic abuse and those in temporary accommodation, having a safe, reliable phone can mean control, safety and independence at the moment they need it most.”

Welsh Government Cabinet Secretary for Social Justice, Jane Hutt MS, welcomed the initiative, calling it “much needed digital solidarity.”

And former Prime Minister, Gordon Brown, who is President of The Multibank, said:

“Having access to the internet is now as essential as electricity, water and gas. Virgin Media O2’s partnership will boost digital wellbeing and social inclusion, bringing hope to where it’s needed most.”

Tackling digital exclusion

The donation is part of Virgin Media O2’s pledge to hand over up to 12,000 devices in 2025 through its Community Calling programme with charity Hubbub. Phones are sourced from the company’s supply chain, tackling electronic waste while helping those who can’t afford devices or data.

It builds on wider efforts to tackle digital exclusion, including the National Databank, which provides free O2 data, and social tariffs for broadband and mobile customers on benefits.

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Amazon says £2.4bn investment has boosted Wales — with Swansea at the centre

Swansea’s role in the global giant

In Swansea, Amazon operates two major sites: an Idea’s Centre, one of just four in the UK, where teams work on projects for Prime Video, Alexa and the online shopping platform; and a Distribution Centre, part of the company’s vast logistics network. Together, they show how the city is plugged into both the creative and operational sides of Amazon’s global business.

Jobs, apprenticeships and training

Since 2010, Amazon says it has created more than 2,000 full and part‑time jobs across Wales. The report also highlights that 90 apprentices from Wales have graduated through its apprenticeship programme, while more than 430 people have taken part in career development and skills training initiatives.

David Marcok, from Amazon in Swansea, said the company is keen to show its impact beyond the balance sheet: “In 2025 so far, our team has collaborated with organisations including Save the Children and Wales Air Ambulance through volunteer engagement, product contributions and direct financial assistance.”

Community partnership with Faith in Families

One of the most visible local partnerships has been with Faith in Families, the Swansea charity behind the Cwtch Mawr Multibank. The hub redistributes surplus essentials — from school uniforms and hygiene products to bedding and baby kits — to families across Swansea Bay struggling with the cost‑of‑living crisis.

Amazon’s Swansea team has supported the initiative by donating thousands of backpacks filled with school supplies, packing baby kits worth more than £10,000, and helping Faith in Families expand into a larger warehouse in Llansamlet to meet rising demand. The charity says this support has been vital in reaching families who would otherwise go without.

National expansion plans

The report comes as Amazon announces a £40 billion UK investment between 2025 and 2027, including four new fulfilment centres and upgrades to more than 100 existing sites. Thousands of new jobs are promised, with most outside London and the South East.

Amazon already employs more than 75,000 people in the UK, making it one of the country’s largest private sector employers.

Tax contributions — and the debate they spark

Amazon’s report states its total UK tax contribution in 2024 was £5.8 billion, including £1 billion in taxes it directly paid and £4.7 billion collected on behalf of government.

The company stresses it ranks among the UK’s top taxpayers. But critics argue that much of the total comes from taxes collected from customers and employees, rather than corporation tax on profits. Campaigners have long questioned whether multinationals like Amazon contribute fairly compared to smaller businesses, pointing to allowances and incentives that reduce taxable profits in the short term.

Amazon says such allowances are government policy designed to encourage investment and innovation. The debate highlights a wider tension: while Amazon’s spending creates jobs and infrastructure, questions remain about whether the tax system lets global giants contribute proportionately to the public purse.

Skills and community impact

Beyond jobs and tax, Amazon points to its role in skills development. Its apprenticeship levy transfers have supported more than 1,500 apprenticeships outside the company, while its Career Choice programme has helped over 23,000 UK employees retrain in high‑demand fields. In Wales, more than 430 people have benefited from career development initiatives since 2010.

Locally, the partnership with Faith in Families shows how Amazon’s presence in Swansea is also tied to community resilience — helping families under pressure while anchoring the city in the company’s wider UK operations.

#amazon #amazonDistributionCentre #amazonEconomicImpactReport #amazonIdeasCentre #business #distributionCentre #economy #employment #faithInFamilies #ideasCentre #investment #multibank #swansea #tax #welshEconomy

Swansea schoolboy Ollie Blake raises £1,600 for Faith in Families with 15‑mile bike ride and cake stall

Pedal power and plenty of brakes

Ollie Blake, aged seven, set off from Swansea determined to complete the 15‑mile challenge, cheered on by family and friends. Despite “holding his brakes more often than his mum and dad might have liked”, Ollie powered through to the finish line – where his now‑famous cake stall was waiting to welcome supporters.

It’s the second year in a row Ollie has taken on a major challenge for Faith in Families. In 2024 he climbed Pen y Fan and sold cakes at the summit, raising more than £1,400. This year he “took things up a gear – without any gears at all” to beat that total.

A ride to remember Grampa Nigel

This year’s ride was made even more special by the presence of Ollie’s Grampa Nigel, who joined him for the challenge and proudly supported his grandson’s efforts.

Tragically, Nigel passed away unexpectedly at the end of August. In his memory, Ollie’s family have asked for donations to Faith in Families in place of flowers – a touching tribute to a man who loved being part of his grandson’s fundraising adventures.

Smashing his target

Ollie’s £1,600 total will go directly towards Faith in Families’ work supporting children and families across Swansea who are facing poverty, crisis and trauma.

His mum Gemma said:

“Next year Ollie wants to do a skydive – lucky for me he’s not old enough… so we’ll wait and see what he comes up with next!”

“An inspiration”

Faith in Families CEO Cherrie Bija praised Ollie’s determination:

“Ollie is such an inspiration – his energy, determination and kindness shine through everything he does. To take on a 15‑mile cycle at just seven years old is incredible, and to do it alongside his Grampa Nigel makes this year’s fundraising even more special.

We are so grateful to Ollie, Gemma, and the whole family for choosing to support Faith in Families. Their efforts will help us reach even more children and families in Swansea who need us, and Nigel’s memory will live on through the impact these donations will make.”

About Faith in Families

Faith in Families is a Swansea‑based charity dedicated to supporting children and families facing poverty, crisis and trauma. Through its network of Community Cwtches and the Cwtch Mawr Multibank, the charity provides essential resources, emotional support and opportunities for brighter futures across Swansea and South Wales.

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Amazon Swansea staff pack 950 school backpacks for local families

The donation is part of the “Kits for Kids” campaign, run in partnership with the Cwtch Mawr Multibank, which is operated by Swansea charity Faith in Families. The initiative aims to ensure children start the school year with the tools they need to succeed.

What the kits include

The primary school backpacks contain a lunch bag, water bottle, colouring pens and a notepad. Secondary school pupils receive kits with a scientific calculator, geometry set and notepad.

The items were donated by Amazon and its suppliers, and packed by volunteers at the company’s Swansea site.

Volunteers speak out

Aisling Miller, a volunteer from Amazon in Swansea, said: “Packing these backpacks with my colleagues was incredibly rewarding – knowing that each one will help a child start the school year with confidence and the tools they need to succeed.”

John Boumphrey, Amazon UK & Ireland Country Manager, added: “At Amazon, we’re proud to extend our partnership with the Multibank initiative this summer by providing 10,500 backpacks to children in need across the UK. These backpacks represent more than just school supplies – they provide dignity and confidence to young people who deserve the same chance to succeed as everyone else.”

Local impact

Cherrie Bija, CEO of Faith in Families, said: “For many families in the area, Cwtch Mawr is an essential resource. Thanks to the team of volunteers at Amazon and their donation partners, we’re able to continue bridging the gap felt by those in need, and provide important back‑to‑school items that some of us can often take for granted.”

Cwtch Mawr is part of The Multibank, co‑founded by former Prime Minister Gordon Brown. The charity is supporting more than 10,000 children across the UK this year, working with partners including Pan Macmillan, Hasbro, Colgate, Morrisons, Bookmark Reading Charity, Manchester City in the Community and Under Armour.

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Local multibank helping over 120,000 people each year gets £30K cash boost

The cash comes courtesy of Beacon Cymru Group, formed through the merger of Coastal Housing and RHA Wales earlier this year. The decision to increase investment from £20,000 to £30,000 was to support the objectives of stretching the service beyond Swansea to other local authority areas – aligned to Beacon’s areas of operations.

Cwtch Mawr is run by Swansea-based charity Faith in Families and is the first ‘multibank’ in Wales. Surplus goods donated by a range of organisations are processed at a central warehouse in Swansea for distribution across the local area.

Since its launch in March 2024, it has provided over half a million items to families and individuals in need, from baby essentials and toiletries to air fryers and school supplies, and is keen to expand its offer to more communities.

Serena Jones, Executive Director of Operations for Beacon Cymru said: “Coastal Housing was one of the principal investors in Cwtch Mawr in its first year and we are delighted to build on that support as Beacon Cymru.

“Regretfully, foodbank use has been on the rise in recent years due to the cost-of-living crisis but we also see huge demand for other non-food essentials in the areas where we work. Moving into a new home carries lots of additional costs and we know many new residents struggle to meet these.

“Cwtch Mawr’s multibank model is unique in meeting these extra needs so comprehensively and accessibly. We are proud to be increasing our support to help bring about change you can see for more people and families in south west Wales.”

 Cherrie Bija, Chief Executive of Faith in Families, said: “This incredible support from Beacon Cymru isn’t just about money – it’s about belief. It’s about recognising the strength, resilience and worth of people who are so often overlooked. At Faith in Families, we see the reality every day – families having to choose between putting the heating on or buying a school uniform, individuals moving into empty homes with nothing but hope to fill the space. That’s where Cwtch Mawr comes in. It’s a warm embrace, a helping hand, and a reminder that nobody should have to go without the basics to live with dignity.

“To have Beacon Cymru walk alongside us in this journey – not just maintaining their support but increasing it – is deeply meaningful. It’s a commitment to real, tangible change in our communities. It means we can reach more families, offer more essential items, and ensure that more people feel seen, supported and cared for.

“Together, we’re not just delivering goods – we’re delivering compassion, restoring hope, and building stronger, more connected communities across south west Wales. That’s the power of partnership. That’s the heart of Cwtch Mawr.”

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New and expanded Cwtch Mawr Multibank opens in Swansea

Cwtch Mawr, launched in 2024, is Wales’ first Multibank — a community hub that redistributes brand new surplus goods from businesses directly to families in need.

The project is led by Faith in Families, a Swansea-based charity, and forms part of the wider UK Multibank initiative co-founded by former Prime Minister Gordon Brown and Amazon.

Faith in Families say the new facility will significantly increase capacity and allow for wider reach, building on a model that has already supported tens of thousands of families with essential goods such as clothing, toiletries, bedding, school uniforms, and household items.

We built this because the need was clear.

Cherrie Bija, CEO of Faith in Families, said: “Families are facing pressures every day. Rising costs, limited support, and hard choices no one should have to make. We built Cwtch Mawr because the need was clear, and now we’ve expanded it because the demand continues to grow.

“This new space means we can do more: more stock, more reach, more impact. We’re also in active talks with Neath Port Talbot and Carmarthenshire councils to explore how this model could benefit more communities across South Wales.

“From the start, Gordon Brown and Amazon backed this idea, not with just words, but with real commitment. It’s taken a wide network of support to make this happen; and we’re just getting started.”

 This is what practical action looks like.

The Cabinet Secretary for Social Justice, Jane Hutt, who attended the opening alongside the Cabinet Secretary for Finance and Welsh Language, Mark Drakeford, said: “Cwtch Mawr is a powerful example of what we can achieve when we work together with compassion and a shared commitment to help those in need.

“I’m proud to back its expansion, so it can continue changing more lives for the better. While we celebrate this success, we must also acknowledge the growing demand it meets, and the urgent need to tackle poverty at its roots. That’s why we will have invested nearly £7bn between 2022 and 2026 to reduce costs and maximise incomes for Welsh families. 

“Our child poverty strategy sets out how we’ll use all of our powers to meet our ambitious goals and support those who need it most.”

A partnership that delivers where it matters most.

John Boumphrey, UK Country Manager, Amazon, said: “It’s incredible to see the positive impact that Cwtch Mawr is having on communities in South Wales. The new facility in Swansea demonstrates what’s possible when businesses and community organisations unite with a clear mission. My thanks go to our partners, including Faith in Families and my incredible Amazon colleagues, for their continued work in supporting the Multibank.”  

This is a space built to serve.

Jon Waite, Cwtch Mawr’s Warehouse Manager, added: “We know exactly where every box goes and more importantly, why it matters. Whether it’s a quilt for a child who’s been sleeping with just a sheet or clean school uniform for a family in crisis, this warehouse exists to get the right things to the right people at the right time.”

A Model for Wider Change

Cwtch Mawr, meaning “Big Hug” in Welsh, was established in early 2024 with funding from the Welsh Government and support from partners including Swansea Council, Pobl Housing, the Moondance Foundation, Beacon Cymru, Caredig and Swansea Bay University Health Board. It now operates as a regional hub of support, working with over 116 community partners, charities and professionals to respond quickly and discreetly to growing need.

As discussions continue with other local authorities to extend the model, Cwtch Mawr say they remain focused on its core purpose: making sure no family goes without the basics.

#CwtchMawr #FaithInFamilies #Multibank #Swansea

Amazon expands customer donation campaign with leading household brands to tackle hygiene poverty in Swansea

Amazon has joined forces with its suppliers of well-known household brands including Reckitt, Unilever and Beiersdorf to deliver over 200,000 essential hygiene products to families in need via The Multibank charity.

The campaign will support Cwtch Mawr Multibank in Swansea. 

For every two eligible products purchased by customers on Amazon between now and 30 June, Amazon and its supplier partners will donate a third item to The Multibank at no additional cost. All people have to do is visit this page on Amazon.

The campaign launches with new research, commissioned by Amazon, which reveals that more than a quarter (28%) of adults in Wales are worried about being able to afford basic hygiene products, such as toothpaste, soap, or laundry detergent, over the coming months. The research also found that one in ten adults in Wales (14%) have rationed or avoided buying hygiene essentials.

Almost all (93%) of adults in Wales highlighted that feeling clean and presentable is vital for their children’s confidence and mental wellbeing, particularly significant during the upcoming summer holiday period, when school-based support is less accessible.

The Multibank was co-founded by Amazon and former UK Prime Minister Gordon Brown in response to the high levels of poverty and deprivation he had witnessed in his local area in Fife, Scotland. There are now six Multibanks across the UK, which have distributed more than 8 million essential items to support over 600,000 families nationwide. This latest campaign builds on the successful launch of the ‘You Buy. We Donate.’ initiative in January, which saw more than 200,000 hygiene essentials donated to Multibanks across the UK

Eugenie Teasley, Head of Impact, Amazon UK, said: “We know families across the country are facing incredibly tough times, and we want to help. Working closely with The Multibank charity and other businesses, we’ve been able to donate over eight million essential products to more than 600,000 families, but we know there’s much more to do.

“This summer’s ‘You Buy. We Donate’ campaign is an opportunity for shoppers to easily make a difference, simply by buying their everyday products. Together, we look forward to donating even more items and helping thousands more families get the support they deserve.”

Cherrie Bija, CEO of Faith & Families & Cwtch Mawr Multibank, said: “At Faith & Families, we believe that childhood matters—and that strong families and connected communities are essential for children to truly thrive. In the 2024–2025 financial year, we supported over 108,000 individuals, we distributed more than 471,000 essential goods across our network of charity partners and in Faith in Families community cwtches in Swansea.

“Every item we provide—whether it’s a blanket to keep warm or toothpaste to brighten a child’s smile—is part of a collaboration of compassion. Together, we are pushing poverty away from our children and restoring dignity to families in crisis.

“We are grateful to Amazon customers supporting the ‘You Buy. We Donate.’ campaign. Your faith in our work fuels our mission and brings hope where it’s needed most.”

Brands participating in ‘You Buy. We Donate’ include Alberto, By Amazon, Clearasil, Dettol, Dove, Durex, Finish, Harpic, Lynx, Mama Bear, NIVEA, Radox, Shea Moisture, Simple, Sure, Toni & Guy, TRESemmé, Vanish, Vaseline, Veet, VO5 and Woolite.

Transport logistics specialists Palletline will provide free logistics support, handling the storage and distribution of donations to Multibank regional hubs across the UK, with Amazon providing additional transportation routes.

#Amazon #CwtchMawr #FaithInFamilies #hygienePoverty #Multibank #periodPoverty #poverty #Swansea