“Let’s get to work”: Big Issue announces star-studded line-up of new Ambassadors to showcase social impact

• Chris Packham, Michelle de Swarte, Mike Soutar, Kwajo Tweneboa and Rotimi Merriman-Johnson have become the latest official Big Issue Ambassadors
• The new intake of Ambassadors will champion the impact being made by the social enterprise in five key areas in their fight against poverty

Big Issue has today (Monday 7 April) welcomed five new Ambassadors, each bringing unique expertise and platforms to champion the diverse ways that the leading social enterprise is working to break the cycle of poverty.

Renowned broadcaster Chris Packham, comedian and actress Michelle de Swarte, business leader Mike Soutar, financial influencer Rotimi Merriman-Johnson and housing campaigner Kwajo Tweneboa will each advise the Big Issue on different issues affecting people out of poverty.

The Big Issue Group works with thousands of Brits each year to reduce the impact of five interlinked issues which keep people trapped in poverty: lack of learning and earning opportunities, substandard housing, poor health and wellbeing, financial and digital exclusion, and the threat posed by the climate crisis.

Chris Packham, renowned naturalist and wildlife broadcaster, will highlight the impact of the climate crisis on people in poverty and the need for grassroots community organisations to unite and drive change.

“I’m an enormous fan of the Big Issue and have been for a long time,” Packham said. “We’re in a fight. And one of the things that’s not being joined up at the moment is how poverty is intrinsically entwined with climate breakdown. The impacts are being felt more severely in countries where there is more widespread poverty.”

“I want to bring that conversation to the Big Issue. At the moment, we tend to partition and silo these things. But they are all related. And until we address inequality we’re not going to deal with the other issues.”

Comedian Michelle De Swarte received critical acclaim for creating and starring in her BBC Two comedy Spent, an autobiographical series which explored her own experiences of homelessness and mental health issues. She will champion the Big Issue’s work providing health and wellbeing support for vulnerable people.

De Swarte said: “It’s a privilege and an honour to be able to represent Big Issue, which is something I feel so passionately about. I have a strong belief that being a Big Issue buyer is something passed down from generation to generation. My mum always bought the Big Issue. And because of that, I have always bought it. Not only is it a great publication but it does something for the economy of people that don’t have homes.”

Housing rights activist Kwajo Tweneboa will drive action around the need for secure housing as a foundation to escape poverty. He said: “I felt really pleased when I was asked to become an ambassador because I’ve done a lot of work with Big Issue over the last couple years of campaigning. The work I’ve done directly interlinks with the work they are doing – especially around homelessness and housing. This is an issue that hasn’t been taken seriously for too long.”

Business leader Mike Soutar, well known for supporting Lord Alan Sugar with candidate interviews on BBC show The Apprentice, will raise awareness of how the Big Issue provides earning and learning opportunities for people in poverty. He said: “I was honoured to be asked to be a Big Issue ambassador. The work Big Issue does is extraordinary. And what’s important is the tangibility of that work. It’s about helping people help themselves – and that spirit and ethos runs right through the magazine, which is a phenomenal award-winning piece of work and has been for years and years.”

Rotimi Merriman-Johnson, financial educator and influencer also known as ‘Mr MoneyJar’, will champion the Big Issue’s initiatives to bridge digital and economic divides. He said: “I felt hugely honoured and excited to be asked to be a Big Issue ambassador. I would like to help to tell the Big Issue story because lots of people don’t realise the breadth and depth of the organisation – most are familiar with the media business and vendors, but there is also Big Issue Recruit, Big Issue Invest, all these different arms to the company.

“The next five years are super-important, and we’ve got a lot of work to do around the cost of living, around digital inclusion, around Net Zero, around housing. Just in this past week bills have gone up for everyone. All these issues need solving. Let’s get to work.”

Poverty in the UK is now at its highest point since the turn of the century. The Social Metrics Commission report that nearly one in four Brits (24%) live in poverty, totalling more than 15 million people, including around 5.2 million children¹. According to the Joseph Rowntree Foundation, 3.8 million people in the UK are experiencing destitution, unable to feed, clothe or keep themselves warm².

Lord John Bird, founder of the Big Issue and crossbench peer, said: “These Ambassadors aren’t just lending their names – each of them brings with them real expertise and passion which we need in the fight against poverty. It’s good to have them on board and championing our work at this critical moment.”

The Big Issue Group is a leading social enterprise and B-corp. Founded in 1991 as a street paper sold across the streets of Britain, the Group has since expanded to include a number of business units including social investment, employment support and campaigning, all with the shared goal of helping people affected by poverty in the UK earn, learn and thrive.

To find out more about the services and support on offer from the Big Issue Group, visit bigissue.com.

[1] SMC-2024-Report-Web-Hi-Res.pdf

[2] Destitution in the UK 2023 | Joseph Rowntree Foundation