- B&M & Procter & Gamble (P&G) have announced that their customers have raised £110,000 following the launch of their latest partnership with Alder Hey Children’s Charity – Together, our families can help theirs.
- The money raised by the campaign will go towards the new state-of-the-art surgical neonatal unit, which will help keep families together during the most crucial time of their care.
Discount retailer B&M, and Procter & Gamble (P&G) are proud to announce their customers have raised an additional £55,000 following the relaunch of their latest partnership activity. The partnership between the brands has now raised a total of £110,000 to support Alder Hey Children’s Hospital towards their new surgical neonatal unit.
The partnership campaign was the second in the last 12 months and has meant that their customers have been able to change the lives of families treated at Alder Hey, simply by buying their P&G everyday essentials from their local B&M store.
The partnership was formed to support the charity in its mission to raise vital funds to help make Alder Hey a truly world-class, patient-friendly hospital. Following the success of the previous partnership campaign back in the summer of 2022, the two brands came together once again to relaunch the campaign in January 2023, in the hope that even more money would be raised to go towards the incredible project. The partnership saw proceeds from selected P&G products across both the health & beauty and cleaning categories sold in B&M stores over four weeks being donated to the Charity’s appeal, with a 5p donation from every pack sold going directly to Alder Hey Children’s Charity.
Thursday 20 April saw the announcement of the total donations made at Alder Hey Children’s Hospital. Representatives from Procter & Gamble, B&M and Alder Hey Children’s Charity and Hospital came together to reveal the final figure raised by the campaign in total over the two rounds of activity during the last year.
The new surgical neonatal unit will reduce the need for high-risk ambulance transfers between hospitals and bring the experts from Alder Hey and Liverpool Women’s NHS Foundation Trust (Liverpool Neonatal Partnership) together under one roof. Building of the new unit is planned to start soon and will be ready for its first patients from autumn 2024.
Artist’s impression of what the new surgical neonatal unit will look like when the building is complete. The unit will be open and operational from autumn 2024. A Flythrough video of the new surgical neonatal unit can be found here: https://vimeo.com/740054401
In 2019/2020, nearly 150 babies were transferred between Liverpool Women’s Hospital and Alder Hey Children’s Hospital, with some having to make the journey several times. These transfers were often around the time when babies are most vulnerable and acutely unwell. The new surgical neonatal unit is based around a Family Integrated Care model which will provide family accommodation for parents and offer the latest enhanced patient monitoring systems. This will give neonatal babies the best possible environment to receive the urgent care they need, and more importantly, with their families by their side.
The unit will be the first of its kind in the UK, and the vision is to lead the way for this standard of care. The Surgical Neonatal Appeal will help fund the creation of a state-of-the-art Surgical NICU facility with 22 neonatal cots and 18 individual family rooms, where parents can stay alongside their new-borns whilst they receive the expert care they urgently need.
The total cost of the Surgical NICU at Alder Hey will be around £26 million, and Alder Hey Children’s Charity needs to raise £3 million in support of this. The B&M and P&G partnership has provided vital funds to help achieve this goal with the incredible £110,000 donation made because of their incredible customers buying their everyday essentials from their local B&M Store. The continued support from B&M and P&G customers will ensure the very best for the tiny patients and families who will benefit from this new unit.
For more information about the appeal and to explore 3D views of the new unit visit: https://www.alderheycharity.org/surgical-neonatal-appeal/
Fiona Ashcroft, CEO of Alder Hey Children’s Charity said:
“We are delighted that B&M and P&G customers have helped raise such an incredible amount towards our Surgical Neonatal Appeal – the impact will be felt by families for many years to come, not just here at Alder Hey but in neonatal units across the country as we champion the Family Integrated Care model in the UK.”
Liam Sargeant, P&G Company Communications Senior Manager, Northern Europe, said:
“We’re delighted to once again be partnering with Alder Hey Children’s Charity to support their mission to provide vital care to families in need. At P&G, our brands feature in millions of people’s everyday routines – whether that is a parent using a Pampers nappy on their newborn baby, to a father and son sharing their first shave with a Gillette razor or a family washing their hair with Head & Shoulders. As part of our commitment to be a force for good, we also are also there for people in greater times of need — when our products and support matter more than ever. That’s why we are so honoured to be partnering with B&M and Alder Hey to support the important work of this charity and are so grateful to the B&M shoppers who have helped us raise this funding to enable the new state-of-the-art surgical neonatal unit – helping keep families together.”
Shelley Robinson, B&M Brand and Press Manager said:
“We’re over the moon to hear that once again our fantastic customers have helped to raise an incredible amount of money for a charity so close to our hearts. The vital funds will go directly to Alder Hey to help them build the life-saving specialist medical equipment and their patient-friendly campus. Alder Hey Children’s Charity has personally touched the lives of so many of our colleagues, their families and friends with the fantastic work they do. We’re so delighted that Procter & Gamble worked with us for this appeal to continue in their commitment to be a force for good. Together, with help from our wonderful customers, we have helped to build a truly world-class facility that wraps around families with the most vulnerable babies in the region.”
The P&G products featured in the campaign included some of the biggest brands in health and beauty and cleaning including Fairy, Flash, Febreze, Fairy Non-Bio, Lenor, Ariel, Herbal Essences, Pantene, Oral B, Gillette, Venus, Always, Always Discreet and Pampers.
Click here to find out more about the how you can help Alder Hey Children’s Charity in building the new unit: https://www.alderheycharity.org/surgical-neonatal-appeal/
To find your local B&M Store visit: www.bmstores.co.uk
