B&M and P&G Relaunch Partnership
Discount retailer B&M and Procter & Gamble (P&G) have relaunched their joint partnership with Alder Hey. The partnership will enable their customers to change the lives of families treated at Alder Hey, simply by buying P&G everyday essentials at local B&M stores.
The partnership was formed to support Alder Hey Children’s 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, the two brands have come together once again to relaunch it, this time with the proceeds from selected P&G products across health & beauty and cleaning categories sold in B&M stores over four weeks being donated to the Charity’s appeal. A 5p donation from every pack sold will go direct to Alder Hey Children’s Charity, with a minimum donation amount of £55,000.
The new unit will reduce the need for 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.
These transfers are often around the time of surgery when babies are most vulnerable and acutely unwell. The new 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 most 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 total cost of the Surgical NICU at Alder Hey will be around £20 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. The continued support from B&M customers will ensure the very best for the tiny patients and families who will benefit from this new unit.
Find out more information about the appeal and explore 3D views of the new unit here.
Returning to lead the campaign is Frankie who is now 9 months old and has just enjoyed celebrating his first Christmas with his family. Donations for the campaign will help go towards helping other babies like Frankie, who require the support of specialist treatment at Alder Hey Children’s Hospital.
Fiona Ashcroft, CEO of Alder Hey Children’s Charity said:
Shelley Robinson, B&M Brand and Press Manager said:
Liam Sargeant, Procter & Gamble Community Impact Lead commented: