B&M and Procter & Gamble join Alder Hey Appeal!

B&M and Procter & Gamble join Alder Hey Appeal!

We've launched an exciting partnership that will help enable customers to change the lives of families treated at Alder Hey Children’s Hospital – all by simply buying Procter & Gamble everyday essentials at their local B&M store. The Great Homer Street B&M store in Liverpool, just a short distance from Alder Hey, hosted the celebration to mark the start of this fantastic campaign.

Hayley Thomas, Head of Corporate Fundraising at Alder Hey Children’s Charity, said:

“We are so delighted to be partnered with B&M Stores and Procter & Gamble to support Alder Hey Charity’s Surgical Neonatal Appeal.  The promotion is running over the next month in B&M stores across the country, so pop in to your local store and look out for the wonderful Frankie who is the star of this campaign!  Frankie and his family were separated when he was born as he required surgery at Alder Hey, so his Mum Jess is very supportive of the Appeal which is raising money to help enhance two new baby family rooms, enabling families to stay together at times like these. A huge thank you to both companies and their customers for supporting us in this way!"

The launch was attended by some very special guests including our brave young patient Frankie, who is the star of the campaign and his mum Jess, along with ambassadors from Procter & Gamble, Alder Hey, and our very own mascot Oli! The fundraising campaign will make a huge difference to babies like Frankie in the future. Read Frankie’s story here.

Frankie’s mum Jess told us:

“I couldn’t be prouder of my son and I couldn’t be more grateful for every single staff member at Alder Hey. It’s amazing to see how far he has come. We have had a few setbacks, but we always keep a positive mind. When your baby is away from you, you want to be able to go somewhere where you can see them, you want to feel safe and familiarised instead of going to a new place and being worried about your child, whilst also not knowing the people there.”

Jessica and Frankie’s experience is one of the reasons B&M has partnered with P&G to help change the lives of babies and their families at Alder Hey. The campaign will see proceeds from selected P&G products across health & beauty and cleaning categories sold in B&M stores be donated to the charity. A 5p donation from every pack sold will go direct to Alder Hey Children’s Charity with a minimum donation amount of £55,000.

Every 5p donation will contribute to Alder Hey Children’s Charity’s Surgical Neonatal Appeal to create a new Surgical Neonatal Intensive Care Unit (NICU) at Alder Hey. Read more about our appeal here!

Following the launch event, the Store Manager of B&M Great Homer Street said:

“It was an absolute pleasure to host the launch event for the partnership with Alder Hey and Procter & Gamble. We were delighted to meet Frankie and his mum and give them some special VIP treatment! The store couldn’t be more excited to start raising money to help support such a fantastic campaign.”

Shelley Robinson, Senior Brand and PR Manager at B&M added:

“It was an absolute joy to host the partnership launch event at our Great Homer Street store. The business is so excited about this partnership - and our colleagues are looking forward to raising lots of funds for such a great cause. Meeting lovely Frankie and Jess was simply wonderful and seeing them next to Frankie’s face as the star of the show on the in-store displays was a special moment. I was overjoyed that they could attend and have them launch this very special partnership.”

Customers will easily be able to locate the products included by simply looking out for the Alder Hey & P&G branded feature bay ends at their local B&M store. The P&G products featured will include some of the biggest brands in health and beauty and cleaning including Fairy, Flash, Febreze, Fairy Non-Bio, Daz, Lenor, Ariel, Herbal Essences, Pantene, Oral B, Gillette, Venus, Always, Always Discreet and Pampers.

To find out more about the lives that have been helped by the life-saving work done at Alder Hey, and see how you can help support, visit the bmstores.co.uk or head down to your local B&M store to get involved.

Thank you to everyone at B&M Stores, Procter & Gamble and their amazing customers who are helping us to reach our £3m fundraising target for our Surgical Neonatal Appeal. We couldn’t do it without you!



For each selected Fairy, Flash, Fairy Non-Bio, Daz, Pantene, Always, Always Discreet and Pampers product purchased between 29/06/2022 and 27/07/2022, Procter and Gamble UK will donate £0.05 to Alder Hey Children’s Charity, Registered Charity England and Wales (1160661). A list of all products included in the donation can be found at https://www.supersavvyme.co.uk/alder-hey-and-pg-partnership.

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