Tackling childhood cancer with #AmazonGoesGold 2021

Cancer is a leading cause of death in children and adolescents, with more than 400,000 children diagnosed with paediatric cancer around the world each year.

Now in its fifth year, #AmazonGoesGold is our global initiative to highlight, support and amplify the incredible work by many organisations to increase survival rates through life-saving treatments and research.

We are proud to support and collaborate with childhood cancer organisations across Europe who make it possible for every child affected by cancer to fight for their future. This year’s charity partners include the Starlight Foundation, Together for Short Lives, and the Children’s Cancer and Leukaemia Group.

Here are just a few of the creative ways Amazon employees will be supporting the cause throughout September and beyond.

The Starlight Foundation delivers programmes to help hospitalised children cope with treatment, bringing smiles and helping them to heal faster through virtual reality, gaming, Starlight spaces, distraction therapy materials and more.

We’re partnering with them to deliver craft boxes to 50 hospitals across the UK, helping to support more than 2,000 children in treatment. Play and entertainment has a high therapeutic value for all children, helping them to learn while adapting to the hospital setting. By providing arts and crafts materials for Play Specialists, who organise activities to help children prepare for operations or to work through their worries, we can bring children with cancer the experiences they would otherwise have in school – while also relieving stress.

Additionally, we have partnered with Together for Short Lives – which provides care support for families with seriously ill children – to meet the immediate needs of children’s hospices near Amazon facilities. Items for donation will be identified and prioritised through consultation and delivered directly to local hospices.

Once again, Amazonians across the UK are being encouraged to wear gold or come to work in pyjamas in honour of those children who spend every day in their PJs during treatment.

Across our whole network, every Amazonian has the opportunity to participate in PJammin’ and raise awareness locally in the communities where they live and work.

As in previous years, the five Amazon sites with the highest percentage of employees taking part are receiving £10,000 to donate to the Starlight Foundation in the name of their site – that’s £50,000 in total donated to our charity partner.

Although COVID-19 restrictions mean we cannot currently host in-person Fulfilment Centre Tours, we are still delighted to be hosting guests at our sites virtually.

Gold is the global colour of childhood cancer because it symbolises how precious children are, and their resiliency in the face of serious illness. So if you’re taking part in a virtual Fulfilment Centre Tour in September, watch out for touches of gold decoration to show our support – lots of balloons and tinsel!

In addition, we will donate £5 to one of our charity partners for every guest on our free Virtual Fulfilment Centre tours during September – find out more and register today.

In our physical stores, we have also partnered with the Children’s Cancer and Leukaemia Group to provide golden ribbons for all in-store associates.

Our associates can snap and share a selfie on social media of their PJs or gold decorations to take part in our Golden Ticket Competition – winners will receive an Amazon gift card and a ‘gold ticket experience’, such as the chance to shadow a Play Specialist or visit a local hospital to announce donations in person.

Find out more about how Amazon supports local communities and charities.