## 


**The Purple Elephant Project** 

**Trustees’ Annual Report and Unaudited Financial Statements** to 30th November 2025 

Registered Charity Number: **1186434** 

0208 744 1733 

info@thepurpleelephantproject.org www.thepurpleelephantproject.org 

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## **Contents** 

## **4** 

A Message From Our Chair 

A message from our Chair 

## **6** 

Trustees’ report 

## **30** 

Financial review 

**32** 

Independent examiner’s report 

**34** 

Statement of financial activities 

**36** 

Balance sheet 

**38** 

Notes to the financial 

statements 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **A message from our Chair** 

## **I am delighted to present the annual review of The Purple Elephant Project.** 

Supporting children’s mental health remains as important as ever, and I am proud of what we have achieved over the past year in what has been a challenging and uncertain time for many of the families we support. 

This year, changes to the government’s Adoption and Special Guardianship Support Fund (ASGSF) created real uncertainty for families who rely on this support. For children and families, the impact has been significant. 

Throughout this period, I have been grateful for the resilience and dedication of our team, led by CEO Jenny Haylock, who continued to deliver with compassion, professionalism and determination, even during a particularly difficult period. 

The need for our work has never been clearer. Research published this year shows that between 8.8% and 15.5% of children and young people are living with a mental health disorder [1], with many difficulties beginning early in life. In our work, we see this every day. Families often come to us after long waits elsewhere, frequently when things have already reached crisis point. This reinforces our belief in the importance of early, accessible, and expert-led support. 

What continues to guide us is our belief that every child deserves to feel safe, heard and supported. We remain committed to creating spaces where children can express how they feel and where families know they are not alone. 

We are also grateful for the strength of our wider community. Parents have fundraised, volunteers have given their time generously, and our supporters have continued to stand alongside us. We were proud to welcome our first Patron, MP Munira Wilson, secure our first strategic corporate partnership with Lindt & Sprüngli UK, and be chosen as a charity partner for the 2026 Richmond May Ball. Each of these relationships strengthens our ability to reach more children and families. 

Looking ahead, we remain focused on expanding our reach and strengthening our services so that more children and families can access support earlier. By intervening sooner and working closely with families, we can build resilience and reduce the likelihood of more serious difficulties later in life. 


Thank you for your continued support. It is because of you that our work is possible, allowing us to continue building a brighter future for every child we support. 



**Ali Newman** Chair of The Purple Elephant Project 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Our mission** 

_**Our mission at The Purple Elephant Project is to support children to transform their lives through the provision of high-quality, accessible and integrated therapy services.**_ 

## **Our vision** 

_**Our vision is that children feel heard and supported towards happier lives.**_ 

## **What makes us unique** 

- We take a holistic, relational approach, working not only with the child directly but also with parents, carers, professionals and schools to help create safe, connected environments that support children beyond the therapy room 

- Support is tailored to each child and delivered in environments where they feel most at ease, whether that is in school, in the community or at our Twickenham Hub 

- Every child is matched with a dedicated therapist, allowing strong therapeutic relationships to develop over time By intervening early, we help young people develop the confidence and coping skills they need to navigate life's challenges long-term 

- We understand that meaningful change takes time, which is why many of our programmes run for a minimum of 24 weeks because we believe in sustainable, long-term support rather than quick fixes 

Over the past year, we provided **3,519** hours of therapy, an increase of **14%** on the previous year. As demand for our services has continued to grow, we have introduced new ways for families to access support sooner, including Little Herds, a creative arts and wellbeing group, which supported 

**42** children. This is an area we will continue to develop as we look for ways to support more families exactly when they need us. 

We also continued to invest in our clinical team, recognising that the quality of care we offer begins with looking after the therapists who deliver it. Monthly group and peer supervision remained central to our practice, alongside a broad programme of in-house training covering safeguarding, sand tray work, systemic practice, assessment approaches, Art Therapy, Level 1 Dyadic Developmental Psychotherapy (DDP), and the ethical use of artificial intelligence (AI) within therapeutic settings. 

Thanks to the dedication and expertise of our therapists, **92%** of the children and young people we worked with showed a positive improvement during their time with us. 



_“The support we have received to my daughter and my family has been amazing. They guided us when we were very lost…it is amazing to know we have their support and guidance”._ 

**Parent/carer** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Trustees’ Report** 

**The trustees present their annual report and financial statements for the period ending 30 November 2025.** 

The financial statements have been prepared in accordance with the accounting policies set out in note 1 to the financial statements and comply with the Charity's governing document, the Charities Act 2011 and "Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) (effective 1 January 2019)". 

## **Activities** 

## **Public benefit** 

The Trustees have paid due regard to guidance issued by the Charity Commission in deciding what activities the Charity should undertake. 

and experiences in ways that feel safe and natural to them, with or without words. 

Support is always tailored to each child and delivered in the environments where they feel most comfortable and secure. 

## **An overview of The Purple Elephant Project** 

Founded in 2019 by Jenny Haylock, our CEO, The Purple Elephant Project was born from both personal and professional experience. As the mother of a child with additional 

needs, Jenny experienced first-hand the challenges many families face when trying to access timely and appropriate mental health support. Inspired by this journey, she completed a master's degree in Play Therapy and went on to establish a charity dedicated to ensuring children and families could access the care they deserve. What began as a single therapeutic hub in Twickenham has grown significantly, supporting many more children across schools, community settings and, more recently, through university and training partnerships. 

Through creative therapies including Play Therapy, Art Therapy, Music Therapy and Theraplay®, we help children explore, express, and process their emotions and 

We believe no child should have to wait until they reach crisis point before getting help. Long waits for mental health services can affect a child’s wellbeing, development, education, and relationships. 

However, growing demand means we now have a waiting list of our own, particularly for families seeking free or subsidised places. This is why fundraising matters so much. **Every pound raised helps us reduce waiting times and provide therapy as early as possible.** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Objectives and activities** 

## **Strategic objectives for 2024-25** 

and partners, developing parent support programmes, and exploring workforce development opportunities including student placements, all while maintaining our commitment to free and subsidised services for families facing financial barriers. 

During 2024-25, The Purple Elephant Project focused on three key strategic priorities: 

- Strengthening organisational sustainability 

- Increasing income generation Expanding access to therapeutic support 

## **Progress against our objectives** 

Considerable progress was made across all three areas. However, the year was dominated by the changes to the government’s Adoption and Special Guardianship Support Find (ASGSF), which had a substantial impact on both service delivery and future planning. Funding decisions were repeatedly delayed, with confirmation of new arrangements arriving only after the previous year's provision had ended. When funding was eventually announced, it came with a **40%** reduction per child, alongside significant delays in processing applications across the sector. For many of the children we support, who had already experienced trauma, loss, and instability, protecting continuity of support became more important than ever. 

## **1. Achieving operational stability and efficiency** 

We continued to strengthen our organisational infrastructure to support sustainable growth and high-quality service delivery. Key priorities included embedding our revised staffing structure, developing our volunteer programme, and reviewing systems and processes to ensure compliance, consistency, and operational effectiveness. 

## **2. Increasing income generation** 

To support long-term financial sustainability, we focused on diversifying income streams and reducing reliance on any single funding source. Priorities included expanding corporate and community fundraising, diversifying sale-ofservice income, improving outcomes and impact reporting through our CRM system, and developing a marketing and communications strategy to strengthen awareness, partnerships, and fundraising opportunities. 



## **3. Increasing service delivery** 

We sought to expand access to therapeutic support by increasing service capacity, strengthening relationships with schools 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

In response, we reviewed every affected case, worked closely with families, joined campaigns to advocate for them, and launched an emergency fundraising appeal, raising more than **£5,000** through the generosity of our community. Through careful financial management, service redesign and new delivery models, we maintained most therapy provision and minimised disruption for families. 

While some organisational targets, including planned income generation, recruitment and growth, fell short of our original projections, the resilience of our team, volunteers, trustees and supporters meant children and families remained at the centre of everything we did. 


## **Achievements and performance** 

## **This year, we have:** 

- Provided compassionate nonjudgemental care, ensuring every child and family feels heard, validated and understood 

- Delivered expert-led creative therapies including Play Therapy, Art Therapy and, more recently, Music Therapy 


- Provided long-term, consistent therapy services for children with complex emotional and developmental needs, including those with Special Educational Needs and Disabilities (SEND) and neurodivergent profiles 

- Maintained a welcoming and safe environment at our hub, where parents and carers feel relaxed and supported throughout their journey with us 

- Continued investing in the quality of our clinical work through in-house training, monthly supervision and peer discussion groups for our therapists Developed a new school initiative and piloted a campaign focused on addressing anxiety in children Introduced parent support groups for families both on our waiting list and already receiving therapy, alongside practical tip sheets to support families outside of sessions 

- Advocated for children and young people locally and nationally, including our CEO appearing on BBC Radio 5 Live to discuss the impact of the ASGSF cuts and appointing Munira Wilson as our first ever Patron 

- Strengthened our reputation as a trusted local service, welcoming visits from MPs Munira Wilson and Ruth Cadbury to hear more about our work 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

- Secured Lindt & Sprüngli UK as our first strategic corporate partner, beginning a long-term relationship involving fundraising, volunteering, and wider support 



- Selected as one of two charity partners for the 2026 Richmond May Ball Raised more than **£48,000** through community fundraising, corporate support, and events, including outstanding contributions from the Cabbage Patch 10 team, St Stephen's School and Stragglers Running Club 



## **Growing our team** 

- Welcomed three students on placement, including two Play Therapy students and one Art Therapy student, alongside introducing new Music Therapy and Child and Family Integrative Psychotherapy roles Supported ten therapists to qualify as Dyadic Developmental Psychotherapy (DDP) informed Practitioners, further developing our trauma-informed approach 

- Maintained monthly group and peer supervision as an important part of supporting therapist wellbeing and clinical quality 


_“Thank you! I cannot express in words how grateful I am for the support this past year. Not only did my daughter thrive with the therapy, we learnt so much through her therapist on this journey”_ **~ Parent/carer** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Our outcomes at a glance** 

2024-25 marked our first full year with a fully digital case management system, completing the move away from paper-based records. This has allowed us to capture more consistent and accurate data, helping us better understand progress over time and build a stronger evidence base for our work. We know there is still more work to do in this area, and we remain committed to developing our data and outcomes processes as the charity grows. 

_Data covers the period 30 Dec 24 to 30 Nov 25 (% change reflects difference from 23-24 figures)_ 


**----- Start of picture text -----**<br>
270 1,781<br>Children and young people Free/subsidised sessions  45.8%  of<br>supported (+12.5%) total  (+36.5%)<br>3,771 2,289<br>Therapy sessions delivered (3,891 Hours of<br>including initial assessments  (-0.5%) parent/carer support  (+17.3%)<br>**----- End of picture text -----**<br>



**----- Start of picture text -----**<br>
1,259 919 3,519<br>Volunteer hours Visits to our Hub  Hours of therapy delivered<br>(+123.1%) (-2.1%) (+14%)<br>Sessions by therapy type* Equity and access<br>**----- End of picture text -----**<br>


Hours of therapy delivered **(+14%)** 

## **Gender** 


**----- Start of picture text -----**<br>
3,000<br>2,500 2,585<br>2,000<br>1,500<br>1,000<br>500<br>120 416 10 271 227 72 82 73 31 4<br>0<br>Initial assessmentPlay TherapyArt TherapyMusic TherapySchool counsellingLittle HerdsParent consultationTLSW TheraplayParenting group Other<br>**----- End of picture text -----**<br>


**53%** male; **42%** female; **1%** non-binary; **4%** not recorded 

**33.3%** of children had experience in care (adopted, LAC, SGO) 

**32%** of children from Black, Asian, mixed or other ethnic backgrounds (of those with recorded ethnicity) 

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_*TLSW = Therapeutic Life Story Work; LAC = Looked After Child; SGO = Special Guardianship Order._ 



THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Outcomes achieved** 

The Purple Elephant Project monitors and evaluates on a case-by-case basis, helping us to better understand the experiences and progress of those we work with. Throughout the year, we gathered feedback from parents and carers at the end of therapy programmes, alongside listening to the experiences of families visiting our hub. This feedback plays a key role in shaping how we continue to develop and improve. 

## **Children/young people improvement post-therapy** 

**92%** of children and young people demonstrated improvement following therapy, compared with **81%** in 2023–24. This is based on outcome data from 105* of the 245 children receiving individual therapy who had at least two outcome measures recorded. 

## **Improvement by outcome band** 

In 2024–25, children improved significantly more than the year before. In 2023–24, **15.7%** of children showed improvement of more than 50%. In 2024–25, that figure _**more than tripled**_ to **47.6%.** 


**----- Start of picture text -----**<br>
Improvement band 2023-24 2024-25<br>**----- End of picture text -----**<br>


|**Improvement band**|**2023-24**|**2024-25**|
|---|---|---|
||||
|**76-100% improvement**|4.5%|16.2%|
|**51-75% improvement**|11.2%|31.4%|
|**26-50% improvement**|38.2%|24.8%|
|**1-25% improvement**|26.9%|20.0%|
|**No improvement**|19.1%|7.6%|



_“(Our therapist’s) skill in creating a supportive “(My child’s) behaviours with me have and engaging environment has made a world dramatically changed for the better, and of difference. We deeply appreciate the open arguments are now far and few. Altogether communication, and thoughtful advice (our very successful play therapy for which we are therapist) has provided.” so grateful. Thank you.”_ **Parent/carer Parent/carer** 

_*As many children were still receiving support at the end of the reporting period, post-intervention outcome measures were not yet available for all children. Outcome data presented therefore relates only to those who had completed an intervention during the year._ 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


**----- Start of picture text -----**<br>
THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL<br>REPORT AND ACCOUNTS 2025<br>Every individual outcome measure improved year on year.<br>2024-25 2023-24<br>70<br>60<br>50<br>40<br>30<br>20<br>10<br>0<br>Reduction in Reduction in Good self Good self- Good self- Ability to Good overall<br>presenting severity of awareness control confidence manage happiness and<br>issue presenting issue relationships wellbeing<br>% of children<br>**----- End of picture text -----**<br>


Every individual outcome measure improved year on year. 

Improvements in outcomes related to parents are particularly significant given The Purple Elephant Project’s holistic and relational approach and reflect the increased focus we have placed on supporting parents and carers throughout the year. The proportion of parents who understood their child’s needs improved from **16.9%** to **32.4%** , and those who felt well equipped to support their child improved from **22.5%** to **38.1%.** Taken together, **70.5%** of parents demonstrated improvement across these measures, showing the positive impact that supporting those around the child can have. 

## **What families say about us** 


**----- Start of picture text -----**<br>
Strongly agree Agree<br>100<br>80<br>60<br>40<br>20<br>0<br>Feels welcomed Feels safe when Feels relaxed Feels supported by<br>when attending attending the when attending staff when attending<br>the centre centre the centre the centre<br>**----- End of picture text -----**<br>



**----- Start of picture text -----**<br>
97%<br>100%<br>**----- End of picture text -----**<br>


- **97%** of parents/families were positive about the effectiveness of the intervention we provided, with 6% rating it as good, 30% as very good and 64% as excellent. 

- **100%** of parents/families were positive about the service we provided to them, rating us as very good (15%) or excellent (85%). 

**100% of parents/families would recommend The Purple Elephant Project.** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Working with schools** 

These findings are already shaping our school offer. As schools continue to face increasing financial pressures, we are developing flexible, preventative services that enable us to support more children while making the best use of limited school budgets. Our next step is a school focus group in September, where we'll work directly with schools to refine our approach. These insights have also informed new additions to our school packages, including anxiety support groups and our Calm Minds, Ready to Learn campaign, delivered through in-school assemblies, talks and workshops. 

Schools are increasingly asked to show stronger evidence of inclusion, impact, attendance, safeguarding, and personal development (Ofsted, 2025). Our services directly support these priorities, giving schools clear, measurable outcomes that align with Ofsted’s framework. 

## **Schools can access:** 

- Individual and group therapy 

- Staff training and reflective supervision Fundraising and awareness opportunities 

## **Understanding local need** 

In July 2025, we launched a consultation survey with schools to better understand the local landscape. 15 schools responded, representing 7,018 children and young people. Here is what we found: 

## **The impact of our partnerships** 

_*All testimonials are shared with permission._ 

- **753** children (10.7%) currently need or would benefit from mental health support 

_“Our children have greatly benefited from having a safe space and expert therapists to encourage them to share their thoughts through play. This has allowed our children to have a greater sense of security and selfesteem as well as to build trusting relationships. This is a valued part of our school offer”_ 

- **100%** of schools said mental health difficulties are affecting pupils' engagement 

- **73%** described the impact on learning as "significant" 

- **£31,821** is the average annual funding shortfall per school for mental health and wellbeing support 

## **Collis Primary School** 

- **87%** said their pupils need more therapeutic support than is currently available 

_“We’ve seen a significant impact on our children’s emotional wellbeing and their ability to understand and regulate their feelings through the play therapy offered by The Purple Elephant Project. The sessions provide a safe, supportive space that benefits not only the children but also their families, helping them feel more confident and connected.”_ 


**----- Start of picture text -----**<br>
67%<br>93%<br>**----- End of picture text -----**<br>


- **67%** said the interventions they can provide in-house are not skilled enough **Anxiety** was the most commonly cited concern (100% of schools) 

- **93%** of schools are interested in one-toone therapy; 83% in parent workshops; 73% in small group interventions 

## **Orchard Primary School** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

_"Our school has really enjoyed working with The Purple Elephant Project. The therapists are kind and approachable, and our children look forward to their sessions. These interventions have helped pupils feel more confident, listened to, and supported, and we have noticed a positive difference in their wellbeing and engagement with learning"_ 


## **Hounslow Town Primary School** 

_“Purple Elephant’s therapy sessions are deeply valued by our children, who feel safe, understood, and supported through a flexible, child-centered approach delivered on our site. The therapist meets each young person exactly where they are, ensuring sessions feel comfortable, responsive, and effective. Their staff consultation sessions are equally invaluable, giving our team the opportunity to reflect, share ideas, and strengthen strategies to better support every child.”_ 

## **Forest Schooling UK** 

_“Since Purple Elephant began providing supervision to our staff, we’ve already noticed a meaningful difference. Working in a Pupil Referral Unit with pupils who have complex and challenging needs can be emotionally demanding, and the supervision has given staff a space where they genuinely feel heard, supported, and understood. Even at this early stage, it’s clear how much staff value the time to reflect and process their experiences in a safe and compassionate environment. The impact on wellbeing and morale has been really encouraging, and there’s a growing sense of confidence and resilience among the team.”_ 

## **Woodbridge Park Education Service** 

_“We have seen significant, positive changes in children's attitudes, behaviours and presentation through play therapy provision and would highly recommend this intervention and support to other schools.”_ 

## **Deputy Head** 


_“We find (The Purple Elephant Project) to be an invaluable resource at a time when so many families are struggling and just do not know which way to turn. At PEP the team have worked hard to match therapists that they think will complement certain cases for example one of their play therapists has_ 

_supported two children with complex backgrounds in care, another a child in recovery from a serious childhood illness. We have also got some training built in later this year to support our whole staff with building their understanding of supporting children with ACEs/ trauma.”_ 

## **Strand on the Green Junior School** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Focus on one of our projects** 

## **Parent Group case study August 2025** 

Supporting the adults around a child is a key part of our therapeutic approach. By helping parents and carers better understand their child's emotional needs and behaviour, we can strengthen the impact of therapy and support more sustainable outcomes for the whole family. In Autumn 2025, thanks to funding from The Mount Fund (part of The Mrs Smith and Mount Trust), we delivered two six-week therapeutic parenting groups for parents and carers of children who were currently receiving, or had recently completed, therapy with us. Twelve parents and carers took part across the two groups. 

The programme combined therapeutic parenting approaches with practical Play and Art Therapy activities that parents and carers could use at home to strengthen relationships, improve communication and support their child's emotional wellbeing. 

Parents and carers were asked to rate their identified parenting challenges on a scale of 0 to 10 with 0 being difficult and 10 being no problem at all. The average score across both groups at the start was 2.9. After just six weeks, the average overall score increased by **72%** , up to 5. Parents and carers were also given a selection of six statements at the end of their course and asked to rate them on a scale of 0 to 10, with 0 being low and 10 being high. 

**Average out Statement of 10** I have developed a better understanding **8** of my child 

I have improved my communication with **9** my child 

At the start of each session, parents and carers were asked to identify two areas of parenting that they wanted help with. Areas named included: 

I have learnt new methods and **9** techniques for supporting my child 

- Emotional behaviour 

- Regulating emotions 

- Hyperactivity 

- Lack of independence Anxiety 

I have been spending more quality time with **8** my child 

- Communication 

- Toileting Anger, hitting and emotional abuse, outbursts, and defiance 

I have felt listened to **8** 

- Sadness around adopted identity 

I have felt supported **8** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

All statements scored an average of 8 or above, clearly demonstrating the success and impact of the group for the parents and carers who attended. **100%** of parents and carers completing the evaluation also rated the group as ‘good’ or ‘excellent’. 

These statistics are backed up by comments received from parents and carers including: 

_“This course has helped so much with my parenting and my relationship with my son. It has helped me understand more and be more open to advice.”_ 

**~ Parent Group attendee** 

_“I’ve thoroughly enjoyed this course. Learning and understanding new strategies but also gaining reassurance that I’ve been doing and have always been doing what I can to provide emotional stability.”_ 

**~ Parent Group attendee** 

_“Brilliant course, Opened my eyes to different strategies to try. Thank you.”_ 

**~ Parent Group attendee** 

_“Thank you for your help and support. You have really changed the way I parent and I couldn’t be more appreciative.”_ **~ Parent Group attendee** 

_“Really supportive and welcoming and much appreciated that such an open environment and input has been provided”_ **~ Parent Group attendee** 

The Purple Elephant Project continues to offer and develop a range of courses for both children and adults. Some courses are focused on preventative work, allowing us to support families before a situation becomes more complex, and others are focused on specific feelings such as anxiety or for parents or carers of children who are neurodiverse. 




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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **A case study** 

**The power of a systemic approach - Ellie’s* story** 

environment around Ellie. As the adults in her life developed a deeper understanding of her needs, they became better able to respond during moments of distress and dysregulation. Her teacher’s growing understanding of how autism presented for Ellie was especially important, while the school sensory room became a safe space where she could regulate, explore and reset. 

Ellie was just one year old when she was placed with her adoptive parents, Sophie* and Jack*. From the beginning, they knew her early experiences had been difficult. Neglect and inconsistency in her first years had left Ellie struggling to feel safe and secure in the world around her. 

Ellie was later diagnosed with Autism Spectrum Condition and global developmental delay. She was referred to play therapy due to difficulties with emotional regulation, social interaction, and engagement in learning. Sophie recalls, "As a family we were really struggling with how to manage Ellie's needs both at home and at school." 

Over time, Ellie began to change in noticeable ways. She became more confident and emotionally open, more able to express herself verbally and increasingly comfortable maintaining eye contact. She developed stronger resilience and problemsolving skills and gradually became more independent in managing difficult situations. Sophie reflected that there were “huge changes in her behaviour and how she regulates,” adding that “learning strategies as a family has been key in moving forward.” 

When Ellie began therapy, she appeared cautious in both the environment and her interactions with the therapist. She was worried about making mistakes and often sought reassurance in response to unexpected events. Establishing a sense of safety was therefore a crucial first step. Through a calm, child-centred approach, the therapist supported Ellie to co-regulate her emotions and gently explore the world around her at her own pace. Sophie shared, “She built up a relationship with the play therapist very quickly and felt safe.” For perhaps the first time, Ellie experienced a space where she felt fully accepted, listened to and understood without judgement. 

Ellie's story demonstrates **how powerful a systemic approach can be.** By working not only with the child but also with the family and school, it becomes possible to create consistent, supportive environments **where children feel safe enough to grow and lasting change becomes possible.** 


The work extended beyond the therapy room. Close communication between the therapist, school and family helped create a more consistent and supportive 

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_*All names have been anonymised and information shared has been consented to._ 



THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **A case study** 

**The impact of a tailored approach  - Theo’s* story** 

Imogen*, Theo’s mother, reached out to The Purple Elephant Project seeking Play Therapy support during a challenging time. She was worried about Theo’s growing anxiety and early signs that school was becoming overwhelming for him. Reflecting on the referral process, Imogen shared, “Everyone I dealt with was friendly and professional, and real care was taken to get to know our family and understand our needs.”  This piece of therapeutic work became a meaningful experience for both Theo’s family and the play therapist. 

begin to include the therapist in his play. What had started as solitary play slowly became shared and relational. His imagination expanded, and he began to create rich ideas and stories, 

sometimes inviting both his mother and the therapist to join in. In this shared space, trust and connection developed at a pace that felt right for him. 

“Theo’s journey was a real privilege to witness,” his play therapist reflects. “The serious and somewhat anxious little boy I first met gradually revealed a more playful, curious and smiley side of himself. The room filled with a sense of warmth and joy as the three of us played together and laughed.” Alongside this growth, 

Theo, a young autistic child, arrived at the sessions needing to stay very close to his mum. The world beyond her side felt uncertain, and he appeared to rely on a strong sense of control to feel safe. Rather than expecting Theo to adapt to the therapy, the therapy adapted to him. Imogen remained in the room, and together they formed a gentle, shared space between child, parent, and therapist, where Theo could begin exactly where he was. This triadic approach became a key part of the work, helping Theo feel safe enough to begin engaging at his own pace. In those early sessions, Theo’s play was quiet, contained and repetitive. He stayed physically and emotionally close to his mum. The therapist’s role during this stage was not to lead, but to notice, wait and to create a sense of safety without expectation. 

Theo began to do more things for himself. Where previously he seemed to rely heavily on his mum, he was showing small but incredibly meaningful steps towards independence. Imogen also highlighted the importance of the therapeutic relationship. “Theo gradually built a positive connection with his play therapist, and she became an important part of our lives during this period.” During the course of the sessions, Theo also transitioned to a new school. 


Gradually, something began to shift. Little by little, Theo felt able to move further away from his mum, explore the room and 

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_*All names have been anonymised and information shared has been consented to._ 



THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

The therapist supported him through this change, which has been a hugely positive step for him. This work was particularly significant because it supported not only Theo’s individual development, but also his relationship with his mum. Through shared, relational play they were able to experience moments of joy, creativity and understanding together. 

Since completing therapy, Theo continues to experience anxiety, but he has developed a greater ability to recognise and communicate his needs. As Imogen explains, “he is now more able to tell me that he needs a break or isn’t ready to do something yet. He is also learning to listen to the needs and feelings of others and beginning to understand that these are sometimes different from his own.” At its heart, this work was about connection. The carefully held triadic approach created a space where Theo could feel safe enough to explore relationships at his own pace, strengthening not only his bond with the therapist, but also deepening understanding between him and his mother. 

For children like Theo, these moments of **play** can be especially important. They are a way of **making sense of the world** , of **building trust** , and of **discovering new possibilities in relationships.** The tailored approach provided a gentle, responsive framework that supported Theo’s emotional development and strengthened key relationships in his life. 



_**“Everyone I dealt with was friendly and professional, and real care was taken to get to know our family and understand our needs.”**_ ~ Imogen, Theo’s mother 

_**“He is now more able to tell me that he needs a break or isn’t ready to do something yet. He is also learning to listen to the needs and feelings of others and beginning to understand that these are sometimes different from his own.”**_ ~ Imogen, Theo’s mother 

_**“The serious and somewhat anxious little boy I first met gradually revealed a more playful, curious and smiley side of himself. The room filled with a sense of warmth and joy as the three of us played together and laughed.”**_ ~ Theo’s therapist 

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_*All names have been anonymised and information shared has been consented to._ 



THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **The Herd** 

Under the leadership of Jenny Haylock, CEO and Founder, and Jane Pickerden, Head of Therapy Services, our therapists delivered an incredible **3,771** sessions this year. We extend our sincere thanks to the entire team at The Purple Elephant Project for their continued dedication. Every member of our workforce plays a vital part in helping the young people we work with feel safe, heard and supported. 

We are deeply grateful to our Board of Trustees for the time and expertise they have given to the charity throughout the year. Their guidance has been invaluable, ensuring we maintained strong governance, clear strategic direction and continued to operate in the best interests of those who rely on our services. 

We would also like to thank Hank Williams and Jan Fishwick for the ongoing mentoring support they have provided to the CEO throughout the year, Patrick Robinson for his invaluable pro bono legal advice in relation to our new lease contract, and Siobhan O'Reilly for her ongoing pro bono HR and recruitment support. 

_**“This year has certainly brought its fair share of challenges, particularly in relation to the Adoption and Special Guardianship Support Fund, but what has stood out most to me is the way our team has responded. With care, consistency and deep commitment, they have continued to support children and families throughout. I feel incredibly proud of the work of our team, and deeply thankful for the exceptional dedication and compassion they bring every day.  As always, the children and families we support remain at the heart of everything we do. Their stories, their trust, and their courage in sharing their experiences are something I hold close. They remind me why this work matters, and continue to guide how we listen, learn and grow.”**_ 



**Jenny Haylock** CEO of The Purple Elephant Project 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **A spotlight on our volunteers** 


Our volunteers play a huge part in The Purple Elephant Project, and we are incredibly grateful for the time and commitment they continue to give. From welcoming families into our hub and offering a listening ear, to helping behind the scenes with fundraising, events, administration, social media and IT, their contribution reaches across so many areas of the charity. This year, **18** volunteers contributed a combined **1,189 hours,** an increase of **123%** on the previous year.Growing our volunteer programme remains a key part of our strategy, and during the year we continued to recruit and train volunteers in administration, centre operations, and fundraising. **Here's what some of our volunteers had to say about their experiences this year:** 


**Kate** 

_“I have been volunteering at PEP since August 2025. I initially joined to help with the coordination of the volunteers but more recently have been using my previous experience and skills to assist the charity with their recruitment needs. I have really enjoyed working with Jenny and her team. Now feels like an exciting time for the charity and it is nice to play a part in helping it grow and expand. Everyone is very friendly; support is always on hand and any time I can give as a volunteer is recognised and appreciated."_ 


**Georgia** 

_“I wanted to volunteer at The Purple Elephant Project because as a primary school teacher I have come across many children who would benefit from their amazing service. I think it is such a worthwhile charity. I live locally and now have the time to give something back. I volunteer as a Centre Support volunteer, and my role includes getting to know and support families who are accessing the service”._ 


**Maggie** 

_“I started volunteering in Autumn 2025. Coming from a school background and knowing about the work of PEP, I wanted to get  involved so I could help families navigating different circumstances. As a Centre Support Volunteer, I spent time with parents and carers upstairs whilst the young person is downstairs in the playroom with their therapist. I soon realised that the 45 minutes a child spends in their session is valuable time for the parent or carer too. I have been privileged to build trusting relationships with families who feel comfortable sharing their worries, fears and concerns. I know that by actively listening, I am making a difference. Equally, recognising the value of quiet, calm and stillness, and giving parents and carers the time to relax and reflect, is just as important. I have been welcomed into the 'Herd' and made to feel part of the team.”_ 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Fundraising events over the year** 

None of what we do would be possible without the generosity of those who believe in our work. Through trust funding, corporate partnerships, community fundraising and extraordinary personal efforts, our supporters have helped us continue to make a difference. A special thank you to Clayton Anderson, our Trusts and Fundraising Manager, and Nina Bradburn, our Head of Partnerships, for leading this work. 

## **New awards** 


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in our work. Through trust funding,<br>Richmond May Fair<br>corporate partnerships, community<br>fundraising and extraordinary personal<br>efforts, our supporters have helped us Co-op Customer Donation<br>continue to make a difference. A special Fund<br>thank you to Clayton Anderson, our Trusts<br>and Fundraising Manager, and Nina<br>Hampton Fund<br>Bradburn, our Head of Partnerships, for<br>leading this work.<br>Kew Fete<br>Trusts and foundations: ongoing awards<br>The Mrs Smith & Mount<br>Inspire Hounslow<br>Trust<br>Richmond Foundation<br>City Bridge Foundation<br>Shanly Foundation<br>Hampton Fund<br>William Brake Foundation<br>Henry Smith Charity<br>Dolan Charitable Trust<br>“We would like to express our heartfelt<br>**----- End of picture text -----**<br>


_“We would like to express our heartfelt gratitude for the exceptional work (our therapist) is doing with our child. From day one, (our therapist’s) ability to build a strong rapport has been nothing short of amazing._ 


_Our child not only feels comfortable but genuinely enjoys attending each session and looks forward to them with enthusiasm”._ 

_**~**_ **Parent/carer** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Fundraising highlights** 

Our community showed incredible generosity throughout the year. Highlights included fundraising events from Ethos Skin and Laser, The Builders Arms in Teddington, Heathfield School and Greenwood Nursery School. One of the most inspiring community efforts came from 33 parents from St Stephen's School, who completed a two-day cycle challenge from St Margarets to Bruges, raising more than £25,000, including £4,600 donated directly to PEP. We also took part in the Teddington Village Fair and St Margarets Fair alongside Twickenham and Ham Rotary, connecting with local families across the area. 


_“We choose to support The Purple Elephant Project because it’s such a special local charity that truly makes a difference to children and families in our community. It has been so lovely watching the charity grow and seeing the positive impact they continue to have on so many lives. The team are absolutely fantastic, their passion, kindness and enthusiasm for supporting every child and family they work with is incredibly inspiring, and we feel very proud to support them in any way we can.”_ _**~**_ **Ethos Skin and Laser** 


**----- Start of picture text -----**<br>
~  Ethos Skin and Laser<br>**----- End of picture text -----**<br>


## **Corporate charity partnerships** 

This year marked a significant milestone in how we work with the business community. 

We were excited to welcome Lindt & Sprüngli UK as our first strategic corporate partner, beginning a long-term relationship involving fundraising, volunteering and wider support, including a team of ten Lindt employees joining our 38-strong London to Brighton Bike Ride team in September 2026. 

Café Benedict became our first local business charity partner, raising awareness of PEP across their four cafes and restaurants, with customers given the option to add a donation at point of sale and a percentage of selected menu sales donated to us. We are hugely grateful to Benedict Phillips and his team. 

We also became a charity partner of A Noble Gift, a charity auction platform where 100% of winning bids go directly to charity. In March, Crerar Hotels selected PEP as the beneficiary of their auction of a two-night luxury stay at Fonab Castle in Scotland, raising £1,000. 

In October 2025, we were confirmed as one of two charity partners of the 2026 Richmond May Ball; an incredible opportunity that we cannot wait to be part of. 

Nova Fortuny supported us with a raffle at Teddington Lights Up, raising over £300, with generous support from Heirloom, My Richmond London, Barella Classes, Ethos Skin and Laser and True Medispa Twickenham. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Welcoming our first patron** 

We were also delighted to welcome MP Munira Wilson as our first ever Patron. Munira, Liberal Democrat Spokesperson for Education, Children and Families, has long championed children's mental health. As Patron, she will help raise awareness of the importance of early intervention, champion family voices and increase the visibility of PEP's work. 


_"I am truly honoured to become Patron of The Purple Elephant Project. I've seen first-hand how vital their work is in supporting children's emotional wellbeing and giving them the tools to thrive. The charity's commitment to early intervention and long-term support makes a life-changing difference to children and families, and I am excited to help shine a light on their impact. I look forward to continuing to raise awareness of their work, championing the importance of children's mental health in Parliament, and helping them reach even more families."_ _**~**_ **Munira Wilson** 


**----- Start of picture text -----**<br>
~  Munira Wilson<br>**----- End of picture text -----**<br>


## **Running for The Purple Elephant Project The Stragglers** 

Our long-standing charity partner, Stragglers Running Club, once again showed incredible support this year through ticket sales and donations across the Wedding Day 7, Cabbage Patch 10 and Boxing Day 4 events, raising more than £4,700 for The Purple Elephant Project. 


## **Community running** 

Two runners took part in the RunFest events in September, Trustee Kate Walker ran the half marathon and supporter Honor Clement completed the full 26.2 miles, raising a fantastic £750 between them. RunFest offered us two free places for runners in any of their distances in return for volunteer support on the day. 

Our Cabbage Patch 10 team of six, Patron Munira Wilson, Trustee Kate Walker, Marketing and Communications Assistant Millie Newman, Annabelle Coulson, 

Francesca Baty-Symes and Olivia Bradburn, raised a fabulous £4,160 between them. 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

We are also thrilled to confirm our first ever London Marathon charity place. In 2026, Matthew Fullalove will run for PEP in a full purple elephant mascot costume, alongside Millie Newman who will be using her ballot place to raise funds for the charity. 


## **Giving back** 

Parent Georgina Clayton and her daughter took part in our Share the Love campaign in December 2024, raising a fantastic £1,090 selling handmade bracelets and artwork. 

In October 2025, Herd parent Emily CroftBaker held a private art exhibition in Richmond, showcasing her latest work entitled Spirit of Being. Donations were taken on the night, and the proceeds of two elephant paintings were donated to PEP, raising a total of £1,500. 



_“Thank you for healing our family and providing such intensive care”_ **~ Parent/carer** 

## **Gifts that keep giving** 

We are grateful to our long-standing supporters including the Twickenham Rotary Club and Richmond Council, whose generosity enables us to extend our reach year on year. 

We also received two significant unrestricted donations this year: a £5,000 gift from the William Brake Foundation and a £1,000 donation from the Dolan Charitable Trust, both of which will help us continue supporting families regardless of their financial circumstances. 

Volunteers from GoodGym returned in June 2025, helping us care for our therapy garden, a valued part of our therapeutic space. 


We are also grateful to Caroline Fearn, who generously gave her time throughout the year creating our much-loved clay elephants. At the end of therapy, every child is invited to paint an elephant to take home or leave on our tree at the centre, a lasting symbol that they will always be remembered and held in mind by The Purple Elephant Project. 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Raising our profile** 

This year, our CEO Jenny Haylock appeared on BBC Radio 5 Live alongside presenter Nicky Campbell to discuss the impact of ASGSF funding cuts on children’s mental health services, helping to bring wider attention to the challenges many families are facing across the country. We also featured on Riverside Radio and received coverage in Teddington Nub News, Radio Jackie Online and Teddington Town Magazine. 

Throughout the year, new Purple Elephant Project branding, including t-shirts and running tops, helped raise our visibility at events and across the local community, allowing more people to discover our work and learn about the importance of early support for children and young people’s mental health. 



We were also delighted to receive pro bono support from Omobola Dada, a strategy and marketing consultant awarded through City Bridge as part of their Cranfield Trust partnership. Omobola supported us in reviewing our marketing materials, 

strengthening our strategy and planning and delivered a full marketing strategy day with the team. Her expertise and support have been an incredibly valuable contribution to the continued growth and development of the charity. 




**Behind every donation is a story and a choice to make a difference. To our volunteers, donors, partners, and every individual who supported us this year, thank you.** 



Builders Arms VE Day celebrations 



Teddington Summer Fair 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **The Miles of Hope Fund** 


Over the coming year, we will continue to grow the fund through an official launch dinner, alongside fundraising events, running challenges and support from the wider community. 

This year, we were proud to launch the Miles of Hope Bursary Fund in memory of Simon Shanks. 

Our hope is that the fund will continue to open doors for children and families for many years to come. We would like to thank Simon's partner Jo and the wider Stragglers community for their support in establishing this fund. 

Simon was a keen runner and a valued member of Stragglers Running Club. Running was his therapy, and he often used his miles to raise awareness for mental health, a cause close to his heart. 


After securing a place in the London Marathon, Simon chose to run for The Purple Elephant Project, inspired by a friend whose child had received transformative therapy with us. When Covid struck, the marathon was postponed to 2022, but Simon stayed committed and kept training, determined to make a difference. Just three weeks before race day, Simon unexpectedly passed away at home, aged just 59. 

_Simon and his partner Jo_ 





**Scan the QR code to donate to the Miles of Hope Fund today!** 

In November 2025, we launched the Miles of Hope Fund. The fund helps provide therapy for children and families who may otherwise struggle to access support, ensuring that financial circumstances are never a barrier to receiving help. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Future plans and sustainability** 


Looking ahead to 2025-26, we will begin implementing our new three-year strategy, focused on strengthening and diversifying our therapeutic services, deepening relationships with families and communities, championing the voice of the child, and securing the long-term sustainability of the charity. 

Alongside these ambitions, Trustees remain focused on strengthening the charity's financial resilience, rebuilding reserves in line with our reserves policy, diversifying income streams and ensuring services remain accessible to children and families who need them most. A key area of focus during the year will be governance and succession planning, ensuring the charity is well positioned to navigate future Board changes whilst maintaining strong leadership, oversight and strategic direction. 

**Priorities for the year include:** 

- Developing earlier and more accessible support for families 

- Expanding parent and carer resources Strengthening partnerships with schools and community organisations 

- Enhancing our outcomes and impact measurement 

- Investing in the systems, people and governance needed to support sustainable growth 

We have also begun a wider consultation process with families to better understand 

our community. Through this work, we aim to reach more children and families whilst remaining true to our relational, creative and child-centred approach, ensuring every child feels heard, understood and supported to lead happier, healthier lives. 

## **Safeguarding** 

At The Purple Elephant Project, we are committed to creating a safe, supportive and nurturing environment where children can heal, grow and thrive. 

Every child, regardless of age, gender, culture, language, race, ability, sexual identity or religion, has the right to feel safe, valued and protected. 

We recognise that safeguarding is everyone’s responsibility. As a team, we take our duty of care seriously and are dedicated to ensuring the well-being of every child and young person we support. 

**To ensure the safety and protection of all children in our care, we pledge to:** 

- Act promptly and appropriately in response to any concerns about a child’s welfare 

- Ensure that all staff, volunteers and trustees fully understand their statutory safeguarding responsibilities 

- Provide regular safeguarding training so that our team is equipped to recognise and respond to potential risks 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

We recognise that all adults in our organisation have a vital and active part to play in protecting children from harm and have an equal responsibility to act on any suspicion or disclosure that may suggest a child is at risk of harm. 

The welfare of the children in our care is paramount, and we are committed to providing a safe, welcoming and vigilant environment for children where they feel secure, valued and respected. We have a comprehensive **Safeguarding Policy** that applies to all staff, volunteers and trustees. 

This policy is reviewed and updated annually, and we make necessary adjustments throughout the year to remain aligned with best practices and local safeguarding board recommendations. Our **Designated Safeguarding Lead** is our Head of Therapy Services, **Jane Pickerden** , who oversees all safeguarding matters within the organisation. 

Additionally, our **Safeguarding Trustee** , **Andrew King** , has provided further oversight, ensuring that safeguarding remains a key priority at every level of our charity. Safeguarding is a standing agenda item at all trustee meetings. 

To maintain the highest standards of safety, all staff, therapists, trustees and volunteers undergo **DBS (Disclosure and Barring Service)** checks before working with children and families. 


## **Risk management** 

The Purple Elephant Project recognises the importance of understanding and monitoring any risks to our organisational strategy, our day-to-day operations and our projects. This ensures we can consistently meet our objectives and the needs of our community. 

We have a clear and structured risk management plan in place, ensuring that our policies, procedures and controls meet the highest standards, in line with Charity Commission guidelines. Our dedicated senior management team and trustees regularly review any potential risks, making sure they are carefully managed, mitigated or addressed in the best way possible. 

**Risks are monitored in the following key areas:** 

- **Governance and Compliance** – Ensuring we meet all legal and ethical responsibilities 

- **Operations** – Keeping our services running smoothly, including managing cyber security and protecting our reputation 

- **Financial Stability** – Maintaining strong financial health, including monitoring our unrestricted reserves 

- **External Factors** – Adapting to changes that may affect our work 

Throughout the year, we have continued to monitor our principal risks. These relate to staff resources and wellbeing, operations, fundraising activities, income and service provision. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Financial review** 

**This year, we have improved our financial reporting in line with the Charities SORP (FRS 102) [2] requirements, helping ensure our reporting remains transparent and consistent.** 

## **Reserves policy** 

gather the evidence needed to secure future external funding for successful initiatives. 

## **Reserves Position at 30 November 2025** 

Despite facing a challenging year, The Purple Elephant Project ended the year having effectively maintained its reserves position. 

During the year Trustees reviewed the charity's reserves policy and adopted a revised methodology which excludes selfemployed therapist costs when calculating operating reserves, reflecting the flexible nature of these costs within the charity's service delivery model. 

Through careful planning, prudent financial management, successful fundraising activity and the dedication of our board, team, volunteers and supporters, we were able to continue supporting children and families whilst limiting the impact on the charity's financial stability. 

The Charity's long-term objective is to build unrestricted reserves equivalent to between three and six months of defined operating expenditure. Using the reserves methodology approved by Trustees, unrestricted reserves at the year-end represented approximately 2.1 months of operating expenditure. Trustees remain committed to strengthening reserves over time to improve organisational resilience and provide protection against future funding uncertainty. 

Fund balances reduced by just **£5** during the year, from **£75,248** to **£75,243,** demonstrating the resilience of the organisation and providing a strong foundation from which to deliver our new strategic plan. 

As of 30 November 2025, the Charity held unrestricted reserves of **£63,669** and restricted reserves of **£11,574** 

## **Major risks** 

## **The Trustees remain committed to building and maintaining a strong unrestricted reserves position to:** 

The Trustees have assessed the major risks to which the Charity is exposed, and are satisfied that systems are in place to mitigate exposure to the major risks. 

a) Safeguard the charity’s long-term financial sustainability in the face of unforeseen or unavoidable circumstances; and 


b) Enable the organisation to pilot innovative, small-scale projects that align with our evolving objectives. These pilots allow us to assess the viability and potential benefits of new service streams, better understand the associated costs, and 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Structure, governance and management** 

The Charity is a Charitable Incorporated Organisation (CIO). The Trustees who served during the year and up to the date of signature of the financial statements were: 

- A King 

- K Walker 

- A Newman (Chair) 

- P Mills 

- B Wood (Resigned 29 May 2025) 

- V Linnell 

- D Crowther 

- A Calcutt 

## **Recruitment of trustees** 

There must be at least three Charity trustees. If the number falls below this minimum, the remaining trustee or trustees may act only to call a meeting of the board or appoint a new trustee. 

There is no maximum number of trustees that may be appointed to the CIO. In accordance with the constitution, trustees are appointed or re-appointed by a resolution passed at a properly convened meeting of the trustees. 

In selecting individuals for appointment as charity trustees, due consideration is given to ensuring that the trustees must collectively possess the skills, knowledge and experience needed for the effective administration and management of the CIO in accordance with charity law. We regularly conduct a trustee skills audit to ensure that the Board of Trustees maintains a broad mix of experience and skills relevant to the work of The Purple Elephant Project. 


## **Declaration** 

The Trustees' report was approved by the Board of Trustees. 



_“We would like to express our heartfelt gratitude for the exceptional work (our therapist) is doing with our child. From day one, (our therapist’s) ability to build a strong rapport has been nothing short of amazing. Our child not only feels comfortable but genuinely enjoys attending each session and looks forward to them with enthusiasm”_ 

## **~ Parent/carer** 

_“(Our therapist’s) skill in creating a supportive and engaging environment has made a world of difference. We deeply appreciate the open communication and thoughtful advice Charlotte has provided. Her guidance has been a source of reassurance, and we feel incredibly fortunate to have her as part of our child’s support system”_ **~ Parent/carer** 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Independent examiner‘s report** 

I report to the Trustees on my examination of the financial statements of The Purple Elephant Project (the Charity) for the year ended 30 November 2025. 

## **Responsibilities and basis of report** 

As the Trustees of the Charity you are responsible for the preparation of the financial statements in accordance with the requirements of the Charities Act 2011. I report in respect of my examination of the Charity’s financial statements carried out under section 145 of the Charities Act 2011. In carrying out my examination I have followed the Directions given by the Charity Commission under section 145(5)(b) of the Charities Act 2011. 

## **Independent examiner’s statement** 

Since the Charity’s gross income exceeded £250,000, the independent examiner must be a member of a body listed in section 145 of the Charities Act 2011. I confirm that I am qualified to undertake the examination because I am a member of the Association of Chartered Certified Accountants, which is one of the listed bodies. 

Your attention is drawn to the fact that the charity has prepared the financial statements in accordance with the relevant version of the Statement of Recommended Practice applicable to charities preparing their financial statements in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) in preference to the Accounting and Reporting by Charities: Statement of Recommended Practice issued on 1 April 2005 which is referred to in the extant 

regulations but has now been withdrawn. I understand that this has been done in order for the financial statements to provide a true and fair view in accordance with UK Generally Accepted Accounting Practice. 

I have completed my examination. I confirm that no matters have come to my attention in connection with the examination giving me cause to believe that in any material respect: 

- accounting records were not kept in respect of the Charity as required by section 130 of the Charities Act 2011. the financial statements do not accord with those records; or the financial statements do not comply with the applicable requirements concerning the form and content of financial statements set out in the Charities (Accounts and Reports) Regulations 2008 other than any requirement that the financial statements give a true and fair view, which is not a matter considered as part of an independent examination. I have no concerns and have come across no other matters in connection with the examination to which attention should be drawn in this report in order to enable a proper understanding of the financial statements to be reached. 


## **Linda Dunford FCCA CTA** 

Warner Wilde Limited, Chartered Certified Accountants **Date:** 8 July 2026 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Reference and administration details** 


## **Charity details** 

**Name:** The Purple Elephant Project **Charity Number:** 1186434 **Address:** The School House, Chase Bridge Primary School, Kneller Road, Twickenham, Middlesex, TW2 7DE 

## **Charity trustees** 


**----- Start of picture text -----**<br>
Name Office Appointed Resigned<br>Ali Newman Chair 31.01.2024 ~<br>Verity Linnell Finance Trustee 11.07.2024 ~<br>~<br>Andrew King Safeguarding Trustee  14.06.2022<br>Kate Walker Trustee 30.01.2024 ~<br>Dianne Crowther Trustee 18.06.2024 ~<br>Pete Mills Trustee 13.09.2024 ~<br>Becky Wood Trustee 22.08.2024 29.05.2025<br>Alex Calcutt Trustee 20.05.2026 ~<br>**----- End of picture text -----**<br>


## **Independent examiner** 


**----- Start of picture text -----**<br>
Name Address<br>Warner Wilde Limited, Chartered Certified Accountants, 4 Marigold Drive,<br>Linda Dunford FCCA CTA<br>Bisley, Surrey, GU24 9SF<br>Bankers<br>Name Address<br>Metro Bank 1 Southampton Row, London, WC1B 5HA<br>The Co-operative Bank PO Box 4931, Swindon, SN4 4PL<br>**----- End of picture text -----**<br>


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Statement of financial activities including income and expenditure account** 

**For the year ended 30 November 2025** 


The statement of financial activities includes all gains and losses recognised in the year. All income and expenditure derive from continuing activities. 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Statement of financial activities (continued) including income and expenditure account** 

**For the year ended 30 November 2025** 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Balance sheet** 


## **As at 30 November 2025** 


The financial statements were approved by the Trustees on 7 July 2026. 


## **Ali Newman (Chair)** 

## **Trustee** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Statement of cash flows** 


**For the year ended 30 November 2025** 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **Notes to the financial statements** 

**For the year ended 30 November 2025** 

The financial statements have been prepared under the historical cost convention. The principal accounting policies adopted are set out below. 

## **1. Accounting policies** 

## **Charity Information** 

The Purple Elephant Project is a Charitable Incorporated Organisation (CIO). 

## **1.2 Going concern** 

At the time of approving the financial statements, the Trustees have a reasonable expectation that the Charity 

## **1.1 Basis of preparation** 

The financial statements have been prepared in accordance with the Charity's governing document, the Charities Act 2011, FRS 102 “The Financial Reporting Standard applicable in the UK and Republic of Ireland” (“FRS 102”) and the Charities SORP "Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102)" (effective 1 January 2019). The Charity is a Public Benefit Entity as defined by FRS 102. 

has adequate resources to continue in operational existence for the foreseeable future. Thus the Trustees 

continue to adopt the going concern basis of accounting in preparing the financial statements. 

## **1.3 Charitable funds** 

Unrestricted funds are available for use at the discretion of the Trustees in furtherance of their charitable objectives. Restricted funds are subject to specific conditions by donors or grantors as to how they may be used. The purposes and uses of the restricted funds are set out in the notes to the financial statements. Endowment funds are subject to specific conditions by donors that the capital must be maintained by the Charity. 

The financial statements have departed from the Charities (Accounts and Reports) Regulations 2008 only to the extent required to provide a true and fair view. This departure has involved following the Statement of Recommended Practice for charities applying FRS 102 rather than the version of the Statement of Recommended Practice which is referred to in the Regulations but which has since been withdrawn. 

## **1.4 Income** 

Income is recognised when the Charity is legally entitled to it after any performance conditions have been met, the amounts can be measured reliably, and it is probable that income will be received. Cash donations are recognised on receipt. Other donations are recognised once the Charity has been notified of the donation, unless 

The financial statements are prepared in sterling, which is the functional currency of the Charity. Monetary  amounts in these financial statements are rounded to the nearest £. 

performance conditions require deferral of the amount. Income tax recoverable in relation to donations received under Gift 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

Aid or deeds of covenant is recognised at the time of the donation. Legacies are recognised on receipt or otherwise if the Charity has been notified of an impending distribution, the amount is known, and receipt is expected. If the amount is not known, the legacy is treated as a contingent asset. 

## **1.8 Cash and cash equivalents** 

Cash and cash equivalents include cash in hand, deposits held at call with banks, other short-term liquid investments with original maturities of three months or less, and bank overdrafts. Bank overdrafts are shown within borrowings in current liabilities. 

## **1.9 Financial instruments** 

## **1.5 Expenditure** 

Liabilities and the resulting expenditure are recognised when either a legal or constructive obligation is recognised. 

## **1.6 Tangible fixed assets** 

Tangible fixed assets are initially measured at cost and subsequently measured at cost or valuation, net of depreciation and any impairment losses. Depreciation is recognised so as to write off the cost or valuation of assets less their residual values over their useful lives on the following bases: 

**Fixtures, fittings and equipment:** 4 years straight line 

**Computers:** 3 years straight line 

The gain or loss arising on the disposal of an asset is determined as the difference between the sale proceeds and the carrying value of the asset, and is recognised in the statement of financial activities. 

## **1.7 Impairment of fixed assets** 

At each reporting end date, the Charity reviews the carrying amounts of its tangible assets to determine whether there is any indication that those assets have suffered an impairment loss. If any such indication exists, the recoverable amount of the asset is estimated in order to determine the extent of the impairment loss (if any). 

The Charity has elected to apply the provisions of Section 11 ‘Basic Financial Instruments’ and Section 12 ‘Other Financial Instruments Issues’ of FRS 102 to all of its financial instruments. 

Financial instruments are recognised in the Charity's balance sheet when the Charity becomes party to the contractual provisions of the instrument. Financial assets and liabilities are offset, with the net amounts presented in the financial statements, when there is a legally enforceable right to set off the recognised amounts and there is an intention to settle on a net basis or to realise the asset and settle the liability simultaneously. 

## _**Basic financial assets**_ 

Basic financial assets, which include debtors and cash and bank balances, are initially measured at transaction price including transaction costs and are subsequently carried at amortised cost using the effective interest method unless the arrangement constitutes a financing transaction, where the transaction is measured at the present value of the future receipts discounted at a market rate of interest. Financial assets classified as receivable within one year are not amortised. 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **Basic financial liabilities** 

Basic financial liabilities, including creditors and bank loans are initially recognised at transaction price unless the arrangement constitutes a financing transaction, where the debt instrument is measured at the present value of the future payments discounted at a market rate of interest. Financial liabilities classified as payable within one year are not amortised. Debt instruments are subsequently carried at amortised cost, using the effective interest rate method. 

Trade creditors are obligations to pay for goods or services that have been acquired in the ordinary course of operations from suppliers. Amounts payable are classified as current liabilities if payment is due within one year or less. If not, they are presented as non-current liabilities. Trade creditors are recognised initially at transaction price and subsequently measured at amortised cost using the effective interest method. 

## _**Derecognition of financial liabilities**_ 

Financial liabilities are derecognised when the Charity’s contractual obligations expire or are discharged or cancelled. 

## **1.10 Employee benefits** 

The cost of any unused holiday entitlement is recognised in the period in which the employee’s services are received. Termination benefits are recognised immediately as an expense when the Charity is demonstrably committed to terminate the employment of an employee or to provide termination benefits. 

## **1.11 Retirement benefits** 

## **1.12 Donated goods and services** 

Donated goods and services are professional services and donated facilities which are recognised as income when the Charity has control over the item, any conditions associated with the donated item have been met, the receipt of economic benefit from the use by the Charity of the item is probable and that economic benefit can be measured reliably. On receipt, donated goods and services are recognised on the basis of the value of the gift to the Charity which is the amount the Charity would have been willing to pay to obtain services or facilities of equivalent economic benefit on the open market; a corresponding amount is then recognised in expenditure in the same period. 

## **2. Critical accounting estimates and judgements** 

In the application of the Charity’s accounting policies, the Trustees are required to make judgements, estimates and assumptions about the carrying amount of assets and liabilities that are not readily apparent from other sources. The estimates and associated assumptions are based on historical experience and other factors that are considered to be relevant. Actual results may differ from these estimates. The estimates and underlying assumptions are reviewed on an ongoing basis. Revisions to accounting estimates are recognised in the period in which the estimate is revised where the revision affects only that period, or in the period of the revision and future periods where the revision affects both current and future periods. 

Payments to defined contribution retirement benefit schemes are charged as an expense as they fall due. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **3. Income from donations and legacies** 


In the financial statements the value of donated goods and services is £20,508 (2024: £12,250) as shown in Donations and Legacies in the table above. The corresponding costs are disclosed in Support Costs, in note 9 of the financial statements. 

## **4. Charitable activites** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **5. Income from other trading activities** 


## **6. Other income** 


## **7. Expenditure on raising funds** 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **8. Expenditure on charitable activities** 


## **9. Support costs allocated to activities** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **9. Support costs allocated to activities (continued)** 


Legal and professional costs includes £12,000 donated HR Advisor time and £8,400 legal/ solicitor time (2024: £12,000 HR). 

## **10. Net movement in funds** 


## **11. Trustees** 

None of the Trustees (or any persons connected with them) received any remuneration or benefits from the Charity during the year, except as disclosed in note 22. 

## **12. Employees** 

The full-time equivalent average monthly number of employees during the year was: 


**Employment costs Employment costs** 

The increase in staff costs is mainly due to the movement of 3 salaried therapists from subcontractors to employees. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **12. Employees (continued)** 

**The number of employees whose annual remuneration was more than £60,000 is as follows:** 


**Remuneration of key management personnel** Key Management Personnel is defined as the CEO role. 


## **13. Other expenditure** 


## **14. Taxation** 

The charity is exempt from taxation on its activities because all its income is applied for charitable purposes. 

## **15. Tangible fixed assets** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **16. Debtors** 


**17. Creditors** 


**18. Deferred income** 


Deferred income consists of grant income that is for use in subsequent periods of account. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 

## **19. Restricted funds** 

The restricted funds of the charity comprise the unexpended balances of donations and grants held on trust subject to specific conditions by donors as to how they may be used. 


**Inspire Hounslow:** To deliver 8 * 24 therapy sessions and 4 groups with 6 children per group (includes match funding). 

**Henry Smith Charity:** Towards CEO salary and running costs including centre. **National Lottery's Reaching Communities Fund:** Uplift to existing grant to cover increased costs including rent and other running costs and staff costs. **Richmond Foundation:** To deliver 6 x 24 therapy sessions. **The Mrs Smith and Mount Trust:** Contribution towards PAYE Therapist salaries. 

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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **19. Restricted funds (continued)** 

**Heathrow Community Trust:** To deliver 6 x 24 therapy sessions. 

**The Albert Hunt Trust:** Contribution to our bursary pot to support subsidised interventions. 

**City Bridge Foundation Trust:** CEO salary contribution. 

**Hampton Fund:** To deliver 8 * 24 therapy sessions in Hampton Fund area. **Kew Fete:** Art supplies for therapy sessions. 

## **20. Unrestricted funds** 

The unrestricted funds of the charity comprise the unexpended balances of donations and grants which are not subject to specific conditions by donors and grantors as to how they may be used. These include designated funds which have been set aside out of unrestricted funds by the trustees for specific purposes. 



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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 **21. Analysis of net assets between funds 23. Cash generated from operations** 

## **22. Related party transactions** 

## **Transactions with related parties** 

The daughter of the Chair was paid £7,944 in 2025 to support with administrative tasks, marketing, social media and communications. These services were charged at below market rate and pre-approved by trustees on 30 July 2025. 

## **23. Cash generated from operations** 


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THE PURPLE ELEPHANT PROJECT TRUSTEES’ ANNUAL REPORT AND ACCOUNTS 2025 


## **References** 

[1] Schäfer, S.K., Burmeister, C.F., Lottermoser, E., Schäfer, C.G., Ortolano, L.C., Stoffers-Winterling, J., Tabea Flasinksi, Equit, M., Schneider, S., Lieb, K. and Haan, A. de (2025) ‘Long-term effects of psychotherapy in children and adolescents: protocol for database development and a systematic review in the LaKiJu META project’, BMJ Open, 15(11), pp. e103872–e103872. 

[2] Charities SORP 2026, CHARITIES SORP 2026. Available at: https://www.charitysorp.org/documents/d/guest/charities-sorp-2026-1. 


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