Admiral Taverns has become the first national pub company to support #GivingTuesday, a backlash against Black Friday.

Tomorrow’s initiative, which is being promoted in the UK for the first time, aims to encourage acts of generosity.

Admiral is one of 600 organisations in the UK to back #GivingTuesday, which brings together businesses, charities and individuals to undertake generous and charitable deeds, both online and at special events around the country.

Admiral chief executive Kevin Georgel said: “Many of our pubs are engaged in charitable events throughout the year, but this is a perfect opportunity for our licensees to highlight their fantastic work in raising millions for charities, and to strengthen their community ties by acting as a hub for a co-ordinated campaign such as this.”

Hannah Terrey, Head of Policy and Campaigns at the Charities Aid Foundation, which is running the campaign in the UK for the first time this year, said: “Giving Tuesday is a day for giving something back at the start of the festive shopping season.  We know that the UK is one of the most charitable nations on earth, and we really hope people will join Admiral pubs and licensees in celebrating and supporting the great work charities, businesses and individuals do for good causes.”

Ideas for people to get involved range from volunteering, donating money, running an event or publicising support for a cause close to their heart on social media. Charity supporters can also take to Twitter to post #unselfie pictures using the hashtag #GivingTuesday, to show support for their favourite cause.  

Georgel added: “This charitable day is a perfect way to engage regulars and the surrounding community, just ahead of the festive season, to remind people that the UK pub is where people tend to come together to raise money for good causes.”

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