Bowie the Labradoodle puppy helping to tackle stigma around cost-of-living struggles this Christmas

ITV Granada Reports journalist Tasha Kacheri went along to meet Bowie and see how he is helping to tackle stigma around cost-of-living struggles this Christmas

A Labradoodle puppy is helping to reduce the stigma surrounding the need for support that some people feel particularly during the festive season.

Bowie joins owner, Ollie Foster, on delivery runs for charity The Brick, a Wigan-based organisation, supporting families by distributing essential surplus goods such as food, hygiene products, and cleaning supplies, all generously donated by businesses.

It quickly became apparent the cheerful 11-month-old pup, named after music icon David Bowie due to his different coloured eyes, had a calming effect on recipients, helping to ease the embarrassment often felt by those in need of assistance.

"Bowie since we've had him as a pup has just brought so much joy to ourselves as a family, so when I came working for The Brick it was imperative that he came along with me and then it quickly became apparent he brought so much joy to everybody else," Ollie said.

"It's nice company to have in the van, an it's nice when you turn up at locations and people ask if the dog is with you and come on over to pet him."

He added: “Bowie is more than just a dog, he represents the community spirit that enables us to make a real difference.

"Each delivery of essentials is not just about providing items, but about offering hope and spreading joy to families who need it most this Christmas.

"Together, Bowie and I are helping to spread kindness, one delivery at a time.”

Keely Dalfen, Chief Executive of The Brick, highlighted the positive impact Bowie has had during deliveries.

“We soon realised that Bowie’s presence was really helping to reduce the stigma many people feel when they’re struggling and require support," she said.

"In addition to ensuring our vans are unbranded to avoid drawing attention, we made Bowie a regular fixture on our deliveries.

"We don’t want anyone receiving essential help to feel embarrassed or ashamed. Bowie is a special dog doing an incredibly important job.”

The view is echoed by Tracy Mathioudakis, from Tom's Pantry, who often picks ups items to distribute to those in need.

She said: "To come here and get things from people is the most practical help anybody can get at the moment and the dog is just people love it, he makes them feel at home, he makes them feel part of something."

The Brick is part of a national coalition of five charities working together under the Multibank initiative, supported by former Prime Minister Gordon Brown.

Keely Dalfen continued: “The rising cost of living is pushing many families into difficult situations – parents are resorting to using washing-up liquid instead of washing powder because they can’t afford the basics, and babies are arriving at nurseries in the same nappies they wore the night before.

"Poverty is widespread, affecting people across all walks of life. Many of those we support are working two or even three jobs and still struggle to afford the essentials for themselves and their families.

“These are the harsh realities we are working to address, and we rely on donations to make a life-changing difference, especially this Christmas.”