The Danish Red Cross expects to give up to 12,000 families assistance getting in food for Christmas this year.

That would represent a record number of families asking for a helping hand, Politiken reports.

Although an increase in people turning to charity for help sounds alarming, it is partly due to a reduction in negative connotations being made with financial difficulty, according to a head of department at the charity.

“In the last ten years, there has been an enormous increase in the number of families with children who apply for Christmas assistance. And we are going to set a record this year,” Ziga Friberg, head of the family section at the Danish Red Cross, told Politiken.

“This is not something we are pleased about, even though we’re happy to help. That’s because we’d prefer it if life wasn’t so hard that families need to ask for our help at Christmas,” Friberg said.

In 2010, 1,600 families with children received Red Cross Christmas help. The figure grew to 7,300 in 2015 and 11,700 last year.

The charity’s Christmas help package consists of either a food hamper or a gift voucher to be spent at a store belonging to the Coop supermarket chain.

Several factors are likely to have contributed to the increase in people turning to the charity for help at Christmas, Politiken writes.

“We know that many families still think it is embarrassing and shameful that they are in a situation where they need a helping hand. But we are quite convinced that it has become less of a taboo to ask for help when you need a hand, including at Christmas,” Friberg told the newspaper.

“The stigmatized shame with which (receiving) Christmas charity has always been associated is still there, but probably to a lesser degree,” she said.

Three criteria must be fulfilled for families to qualify for the charity’s Christmas help.

The family must include children, must not be receiving help from other charities, and Red Cross must exchange information about the family with local authorities, given that it is often municipal social workers who provide families with information about the Christmas charity packages.

“These are families known by the municipalities and who we often also know ourselves from our long-term activities. These are families who genuinely need a helping hand,” Friberg said.

Figures from the Economic Council of the Labour Movement (Arbejderbevægelses Erhvervsråd, ECLM) show that the last two years have seen a substantial increase in families struggling to make ends meet due to low income, according to Politiken’s report.

That is also likely related to the increased use of the Christmas charity package.

“These are not families with large social networks or other family members who can step in and help. These families are alone, often on social security, suffering from long-term illness or in very low-paid jobs which make it hard for them to give their children a Christmas that is just a little bit like the one the rest of us have,” Friberg said.

The Danish Red Cross is one of a number of charitable organizations in the country that offer assistance to underprivileged families at Christmas.

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