#cwtchmawrmultibank — Public Fediverse posts

SWANSEA: Faith in Families CEO Cherrie Bija named IoD Wales Director of the Year in public and third sector category

Cherrie Bija, the chief executive of Faith in Families, has been named Public and Third Sector Director of the Year at the IoD Wales Director of the Year Awards 2026, sponsored by Buffoon Media.

The award, presented by the Institute of Directors — which has been supporting and developing business leaders since 1903 — recognises exceptional leadership across Wales, celebrating directors making a lasting difference within their organisations and communities.

Under Bija’s leadership, Faith in Families has grown into a trusted, community-rooted charity supporting children and families facing poverty, trauma and crisis across Swansea Bay, through initiatives including its network of Community Cwtches and the Cwtch Mawr Multibank.

Cwtch Mawr, which operates in partnership with Amazon and The Multibank UK, was the first multibank in Wales — redistributing surplus goods from businesses to families through a professional referral model designed to provide support with dignity.

Bija said the recognition belonged not to her but to everyone who makes the charity what it is.

“This award means so much, but it doesn’t belong to me,” she said. “It belongs to every single person who makes Faith in Families what it is — our team, our volunteers, and our partners who show up every day for children and families.”

She added: “Everything we do is for the families we support now, and for those we haven’t met yet. Every child deserves to feel safe, valued, and supported, and this recognition is a reminder of why that work matters so much.”

The award comes after a period of significant growth and recognition for the charity. Earlier this year, Bank of England Governor Andrew Bailey visited the Cwtch Mawr Multibank to hear from Bija and her team about how rising costs, interest rates and financial pressure are affecting children across Swansea Bay.

Faith in Families also secured nearly £250,000 in Welsh Government funding for its Bonymaen Community Cwtch, and the Swansea Bay Business Club raised more than £40,000 for the charity in recognition of its work across the region.

Beyond her leadership of Faith in Families, Bija has played a wider role in shaping services and funding for children and families through national and regional leadership positions.

Faith in Families said it hoped the award would shine a light on the importance of early support, community connection and trauma-informed approaches in improving outcomes for children and families.

More on Faith in Families

Bank of England boss meets Swansea charity fighting child poverty
Governor Andrew Bailey visited the Cwtch Mawr Multibank to hear how economic decisions affect real families.

Faith in Families secures nearly £250k Welsh Government funding for Bonymaen Community Cwtch
Major grant secures the future of one of the charity’s key community hubs.

Swansea Bay Business Club smashes £40k charity target for Faith in Families
Local business community rallies around the charity with a record-breaking fundraising effort.

Amazon Swansea staff pack 950 school backpacks for local families
Amazon partners with Faith in Families to kit out hundreds of children ahead of the new school year.

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Bank of England boss meets Swansea charity fighting child poverty: ‘Economic decisions must hear real families’

Andrew Bailey visited Faith in Families’ Cwtch Mawr Multibank in the city, meeting CEO Cherrie Bija and hearing how rising costs, interest rates and financial pressure are hitting children long before the impact shows up in official statistics.

The visit brought one of the UK’s most powerful economic figures into the heart of a charity that works daily with families struggling to afford the basics.

‘Child poverty is everyone’s business’

Cherrie Bija said the meeting was a chance to put the lived experience of Swansea families directly into national economic conversations.

“Child poverty is everyone’s business,” she said. “We have a responsibility to advocate for those who are most vulnerable in our society, especially children, and to make sure their voices are heard at every level.”

Faith in Families supports children facing poverty, trauma and crisis across Swansea Bay, providing everything from emotional support to essential items through its multibank model.

Staff told the Governor how financial strain shows up in children’s lives — in stress, mental health, relationships and a sense of safety — long before it appears in spreadsheets or economic forecasts.

Interest rates hitting families hardest

The charity highlighted how interest rates shape everyday life: the cost of mortgages and rent, food and energy bills, and whether families feel able to cope or are pushed closer to crisis.

Households already under pressure feel the impact first, they said — and children often carry the consequences.

Bailey’s visit was described as an important moment, bringing frontline experience into discussions usually dominated by markets and monetary policy.

What is Cwtch Mawr Multibank?

Cwtch Mawr is Wales’s first multibank, redistributing surplus goods from businesses to families through trusted frontline organisations. The model aims to support families with dignity while reducing waste and strengthening community‑led responses to poverty.

Faith in Families says it will continue to “stand alongside children and families, advocating boldly for fairness, dignity and the best possible start in life”.

Related stories from Swansea Bay News

Cwtch Mawr Multibank begins pilot expansion into Neath Port Talbot
How Swansea’s multibank model is being tested in Neath Port Talbot to reach more families in need.

Virgin Media O2 donates hundreds of smartphones and free data to Swansea’s Cwtch Mawr Multibank
Donation of devices and data helping families stay connected and access vital services through Cwtch Mawr.

Swansea charity calls on businesses to donate excess stock after Budget VAT rule change
Faith in Families urges firms to use new VAT rules to divert surplus goods to struggling households.

Amazon and major brands donate 200,000 hygiene essentials to Swansea Multibank
Major brands back the multibank with a huge hygiene donation for families across Swansea Bay.