The LTC unveils new campaign as charity helps over 150k workers

By Nikkie Thatcher

- Last updated on GMT

Helping hands: the LTC's Everyone Needs a Little TLC campaign has been revealed by the charity
Helping hands: the LTC's Everyone Needs a Little TLC campaign has been revealed by the charity

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The Licensed Trade Charity (LTC) has launched a new campaign in a bid to drive greater awareness of the services it offers and encourage more industry professionals to access support when required.

With estimations about a quarter of a million people in the licensed trade are in need of support at any one time, research from the LTC has shown although awareness of the charity has risen in recent years, the majority of those working in the drinks trade are still unaware of the support they can access.

The Because Everyone Needs a Little TLC ​campaign has been launched to help show how the LTC can help, who can access it services and encourage those working in the sector to get support earlier, to prevent an issue turning into a crisis.

The campaign is being supported by senior leaders throughout the trade, who will kick it off with a thunderclap across social media channels today (Monday 20 March) with further activity delivered by the charity and its partners across social and digital channels, trade events, PR and advertising.

Tough time

The LTC will also be distributing material to more than 2,000 firms working in the sale, service, production or distribution of alcoholic drinks sectors in a bid to further highlight the serves available, which include emotional support, specialist guidance and financial grants.

Head of marketing Paula Smith said: “With the cost-of-living crisis biting and the hospitality industry facing continued challenges, we are very aware this is a tough time for many working in the drinks trade. However, if you are struggling, there is free support available from the LTC.

“With the launch of this new campaign Because Everyone Needs a Little TLC​, we are determined to reach more people who work or have worked, in the sale, service, production and distribution of alcoholic drinks and encourage greater usage of our services among those who need them.

“Whether you or your colleagues require emotional support, specialist guidance of a financial grant, we implore you to speak to us because we can stop an issue turning into a crisis and help you get you back to your best.”

Charity support

The campaign launch comes as the LTC revealed its usage figures, which showed it helped 36,000 people last year, bringing the total number of people it has helped since the start of 2020 to 155,000.

Last year, financial support awarded by the charity through grants and services totalled £1.17m.

Calls to its helpline also saw high numbers with 3,173 last year – up from 2,061 in 2021 and 1,037 in 2020 with 63% of the 2022 calls relating to mental health.

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