Smurfit Westrock is helping fulfill Christmas wishes for vulnerable children through its annual Wish Trees initiative. In partnership with Julehjælpen.dk, the company aims to ensure more children can enjoy a joyful holiday season.

For many families, December is marked not by celebration but by financial stress, limited resources and feelings of shame about their situation. For their children, the season can feel anything but festive.

Smurfit Westrock hopes to change that. This year, the company introduced two Wish Trees at its plant in Kolding, Denmark, as part of its collaboration with Julehjælpen. The trees hold handwritten cards from children who might otherwise receive no Christmas gift.

Employees can select a card, purchase and wrap the gift, and return it to the company, which ensures it reaches the child in time for Christmas. Each card includes a specific wish — for example, “Girl, 8 — roller skates, size 32” — giving employees a personal and meaningful way to contribute.

The response has been overwhelming. Within days, nearly 90% of the wishes had been claimed, reflecting strong employee engagement and a desire to make a tangible difference. Employees were also encouraged to donate directly to Julehjælpen, providing additional support for families in financial hardship, including help with Christmas meals, trees and essential aid packages.

The initiative offers a simple, hands-on way to give back. Each card taken from the tree represents a direct act of kindness that brings joy to a child during the holidays.

The program underscores how small efforts can spread hope and how employee involvement can make a meaningful impact on families in the local community.

 

Smurfit Westrock has a deep commitment to supporting the communities in which we live and work and championing the vulnerable. Each year our employees continue to generously give their time, energy, and expertise, to empower communities, encourage wellbeing and inspire future generations.

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