B&M Stores

We are delighted to announce an exciting partnership with B&M and Procter & Gamble that will help enable B&M customers to change the lives of families treated at Alder Hey – by simply buying their Procter & Gamble everyday essentials at their local B&M store!

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 directly to Alder Hey Children’s Charity with a minimum donation amount of £55,000.

Donations will go towards helping create a new Surgical Neonatal Intensive Care Unit (NICU) at the hospital. The unit will offer 22 neonatal cots and will feature 18 individual family rooms, a first in the UK, where parents can be alongside their poorly new-borns whilst they’re receiving expert care.

The Charity's Sugical Neonatal Appeal is providing ‘over and above’ enhancements and equipment for both the clinical space and family areas, elevating the new unit from a facility that provides families with a safe and secure environment for their new-borns, to a truly world-class facility that wraps around families with the most vulnerable babies. Staff from Liverpool Women’s Hospital will work alongside Alder Hey staff at the new Surgical NICU ensuring that poorly babies are transferred between the two hospitals as little as possible.

Fiona Ashcroft, CEO of Alder Hey Children’s Charity said “We are delighted with this amazing partnership with one of the UK’s biggest retailers, B&M, and with P&G, producer of some of the world’s most iconic brands. The 5p per pack donation will help us quickly ensure we can support as many families as possible when their new-born babies are at their most vulnerable.”

Customers will easily be able to locate the products included by simply looking out for the Alder Hey and 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, Fairy Non-Bio, Pantene, 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, simply click the link below to read about Frankie’s story or head down to your local B&M store to get involved.


Frankie's Story

Surgical Neonatal Appeal


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