At Gentoo, we believe everyone deserves a great home and the opportunity to thrive. As a social housing provider rooted in Sunderland, we see first-hand the impact poverty has on families in our communities. That’s why, during Challenge Poverty Week, we're proud to share how we’re taking action to tackle child poverty across the North East.
Our pledges to end child poverty
As a founding member of the North East Housing Partnership (NEHP), we’ve joined forces with other housing providers to make four bold pledges that we believe will make a real difference:
- A bed for every child – No child should have to sleep on the floor
- School uniforms for all – We’ve already delivered full uniform kits to over 565 children through our partnership with local charity Love, Amelia
- Access to sports and activities – Our fourth annual Family Fun Day at the Beacon of Light welcomed over 2,500 customers and offered free activities, entertainment, and support services
- Career inspiration – We’re helping young people raise their aspirations through work experience and career engagement opportunities
We’ve written to the Mayor of the North East to share these pledges and are committed to working with the Combined Authority to do even more for children in our region.
A community effort: school uniforms campaign
Our school uniform campaign has been a lifeline for families struggling with the cost of living. With Love, Amelia, we’ve provided kits that include school uniform, PE kits, shoes and school bags and stationery. The feedback has been overwhelming, 96% of families said the support made a difference, and 98% want the campaign to return next year.
Working together in Sunderland
We’re proud to play a leading role in the Sunderland Poverty Action Group, which now includes 36 partner organisations. Together, we’ve already influenced local policy, including auto-enrolment for Free School Meals. Our current priorities include tackling child, food and fuel poverty, improving access to training, education and employment, boosting household incomes, and supporting aspirations across Sunderland. Looking ahead, we’re excited to strengthen links with the Government, the North-East Combined Authority, and Sunderland City Council as part of wider efforts to address poverty in our city.
Support when it’s needed most
Our Money Matters Team is here to help customers manage their finances. Last year alone, they helped people claim £3.4 million in additional income and access £1.6 million in water rate discounts. Whether it’s applying for benefits, budgeting, or dealing with debt, we’re here to support our customers every step of the way.
Poverty isn’t inevitable. With compassion, collaboration, and action, we can build a future where every child has the opportunity to thrive.
