“A simple act of kindness can grow into something much bigger.”
Where It Began
The Hug in a Shrug project began with a simple, thoughtful act during the uncertainty of the COVID-19 pandemic. At a time when many people were isolated at home, a resident in Castle Point created a handmade blanket and paired it with a heartfelt message — a “hug in a shrug.” It was a small gesture, but one rooted in a powerful idea: that even when people are physically apart, they can still feel cared for and connected.
What started as a response to loneliness quickly grew into something much bigger.
From Isolation to Connection
As the pandemic continued, more people were drawn to the idea. The act of creating something by hand — a blanket, shawl, or small comfort item — became a meaningful way for individuals to support others in their community. It offered reassurance to recipients that someone was thinking of them, and for those making the items, it provided a sense of purpose during a difficult time.
From these beginnings, Hug in a Shrug evolved into a network of local knitting and crochet groups across Essex. Some people take part independently, crafting from home in their own time, while others come together in person. Groups now meet in a variety of welcoming spaces, including community halls, libraries, care homes, and day centres — all generously offered free of charge.
Creating Spaces That Bring People Together
These spaces have become more than just places to craft. They are hubs of connection, where people share stories, build friendships, and support one another. Over time, many participants have found that the social side of the group is just as valuable as the creative work itself.
The role of Kinder Essex coaches has been key in helping the project grow. For residents interested in starting their own group, the first step is to connect with a local coach. They provide guidance on finding a venue, promoting the group, recruiting volunteers, and encouraging people to get involved. This support has made it easier for new groups to form and for the project to expand sustainably across different communities.
Overcoming Challenges Together
As the project grew, it also faced challenges. In the early stages, there was an overwhelming response from volunteers wanting to contribute. While this enthusiasm was incredibly positive, it created practical difficulties in managing and distributing the large number of handmade items.
To address this, the team worked closely with local organisations, ensuring that blankets and other items reached people who would benefit most. Donation drop-off points were also introduced across districts, allowing volunteers to deliver their creations directly and reducing the need for storage. These simple, collaborative solutions helped the project run more smoothly while maintaining its community-driven spirit.
A Flexible and Volunteer-Led Approach
Today, many of the longer-established groups run independently, with coaches providing occasional support. Newer groups receive more hands-on guidance as they find their footing, but the overall model remains flexible and locally led.
One of the defining features of Hug in a Shrug is its inclusive approach to volunteering. There are no formal roles or expectations. People contribute in ways that suit them — whether that’s knitting items at home, helping run group sessions, making refreshments, or delivering donations to local residents and organisations. This flexibility allows people of all abilities and circumstances to take part, reinforcing the project’s welcoming and accessible nature.
Looking Ahead
At its heart, Hug in a Shrug is about connection. It shows how a simple idea — offering comfort through something handmade — can grow into a network of support that reaches far beyond its original intention. What began as a response to isolation has become a lasting community initiative, bringing people together, fostering friendships, and providing comfort to those who need it most.
The story of Hug in a Shrug demonstrates that meaningful change doesn’t always start with a grand plan. Sometimes, it begins with a single act of kindness — and grows through the willingness of others to join in.
And in doing so, it creates something that continues to make a difference, one stitch at a time.
