Taking Action on Addiction, a Forward Trust campaign, is celebrating the success of a recent partnership between British Vogue, eBay UK and Forward Trust Ambassador Lily Allen.
The fundraising initiative saw Lily Allen auction a selection of pre-loved designer fashion items through eBay UK, with proceeds donated to The Forward Trust.
Lily’s eBay auction raised £5796.00 for The Forward Trust, and our campaign.
The amount raised highlights the generosity of the buyers, but also to the commitment shown by Lily, British Vogue and eBay UK in supporting addiction awareness and recovery.
As an Ambassador for The Forward Trust and Taking Action on Addiction, Lily has spoken several times about her own experiences of addiction and recovery. In sharing her story publicly, she has helped challenge stigma and encourage more open conversations around a topic that is still too often misunderstood.
In a British Vogue interview published on 2nd September, Lily explained why she chose to support the charity through the auction:
“I work with a charity called the Forward Trust. I’m an ambassador for them. They’re a charity that helps people struggling with addiction, so that’s where the proceeds will be going to a good cause.”
Taking Action on Addiction, a campaign of The Forward Trust, launched its new 2026-27 theme, The Big Addiction Conversation, during Addiction Awareness Week (19-25 September). The 12-month campaign aims to spark 17,000 conversations about addiction across the UK, helping to challenge stigma and encourage greater understanding. Inspired by the progress made in opening up conversations about mental health, The Big Addiction Conversation seeks to make talking about addiction a normal and accepted part of everyday culture.
Collaborations like this help bring conversations about addiction and recovery into mainstream culture. When trusted brands, media platforms and public figures engage with the issue, they can help challenge stigma and reach audiences who may not otherwise encounter these discussions.
The importance of these conversations is reflected in the scale of addiction across the UK.
In July, a landmark report, 'Addiction in the UK', highlighted the scale of addiction across the UK – the first time data had been amalgamated from England, Wales, Scotland and Northern Ireland in a single report.
The report authors, The Forward Trust and Crest Advisory urge the next government to “reboot” drug policy with a genuine commitment to a public-health, preventative approach that saves lives and helps people to find recovery. The facts are startling, with estimated numbers showing:
· Over 1.1 million people addicted to alcohol or illegal drugs in the UK.
· Between 250,000 - 400,000 children in the UK living with a parent who is struggling with a drug addiction.
· Approximately 17,000 people dying from drug or alcohol-related causes last year.
The scale of the challenge is exactly why initiatives that bring addiction into mainstream public discussion can help drive greater understanding and support.
Get involved – Join The Big Addiction Conversation
Our campaign theme for 2026/27 aims to start 17,000 new conversations about addiction.
Join us and help create a society where more people feel able to seek support, find recovery and speak openly about addiction.
· Share your story on social media using #BigAddictionConversation
· Download our campaign toolkit
· Try our new conversation cards – try our digital cards, order our physical cards
Find out about our new campaign activities including how you can get involved in community events, social media and lending your voice to effect change.
Help change how Britain talks about addiction. Sign up to get involved, start conversations and support the campaign.