Emma Thompson is backing a campaign to support and empower women and girls living in poverty around the world.
The 57-year-old actress is working with the anti-poverty charity ActionAid UK to raise awareness of the plight of hidden women and girls across the world by launching the Yours, Mrs Claus blog.
It is home to stories, anecdotes, ideas and inspiration from “Mrs Claus” and 20 celebrities including Thompson, comedian Jo Brand and actress Josie Lawrence, otherwise known as Emma Claus, Jo Claus and Josie Claus.
Thompson said: “I was inspired by this campaign and the synergy that it draws between the often ‘hidden’ Mrs Claus, and the work that ActionAid does to support some of the most marginalised women and girls living in the poorest parts of the world.
“I have seen for myself how ActionAid champions these women and works with local volunteers to empower them to change their lives for good.”
Brand added: “I am so pleased to be able to support this original campaign to shine a light this Christmas on the many women whose struggle is hidden.”
The blog was initially only accessible through fake clickbait links to articles like “14 ways to turn tampons into Christmas decorations” to “What your Santa fantasies say about you”, which were seeded though Buzzfeed and influencers like career coach Amanda Alexander and spoof clean-eating blogger Deliciously Stella.
It is now open to all and will be updated until Christmas.
Jessica Holland, head of brand marketing and PR at ActionAid, added: “Mrs Claus is often portrayed as a nameless, voiceless, stereotyped and hidden woman, which made her the perfect character to bring to life the story of the women and children we help around the world.
“As a charity, we didn’t have millions, like the big retailers. Instead we made the mechanic the message – hiding the blog in plain sight, just like the women we help – creating a campaign that’s all about the journey.
“By doing this, we’re raising awareness of all the other women who need support but who we don’t see – and through our Gifts in Action we will encourage people to think a little differently about the festive season; not as a season of consumerism, but as the season of giving, not gifts.”
Find out more about Yours, Mrs Claus and ActionAid UK’s Gifts in Action at yoursmrsclaus.org.uk