B&M European Value Retail S A : Relaunches Partnership to Support Vital Neo Natal Unit at Alder Hey

B&M is proud to confirm the relaunch of its exciting partnership with Procter & Gamble, raising vital funds for Alder Hey Children's Hospital, and enabling customers to change the lives of families treated there - all by simply buying their Procter & Gamble everyday essentials at 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, the two brands have come together once again to relaunch it. With every purchase of selected P&G products, a 5p donation from the sale will go directly to Alder Hey Children's Charity, with a minimum donation of £55,000. So whether it's Fairy washing up liquid, Daz laundry pods or Pampers baby wipes, your purchase will help change the lives of vulnerable babies and their families.

Since the partnership started back in the summer of 2022, Alder Hey Children's Charity has continued to raise money for this appeal, supporting the build of a new Surgical Neonatal Intensive Care Unit (NICU). With the support of B&M shoppers, we can help Alder Hey to reach their £3 million target

Watch the video below to see what the new unit will look like.

Neonatal ICU Fly-through from Alder Hey Children's Charity on Vimeo.

Your donations will help babies like Frankie

Even before Frankie had been born in March 2022, he had already been diagnosed with a rare condition that would make his birth a little more complicated than usual.

Gastroschisis is a condition where the child is born with their bowels on the outside of their stomach and as a result surgery is needed within hours of birth.

But such an operation can only be done at specialised children's hospitals, like Alder Hey in Liverpool. This meant that after five minutes with his Mum Jessica, they were separated and he was transferred from Arrowe Park, Birkenhead, to Alder Hey.

The surgery was a success and Jessica and Frankie were soon reunited. And while his recovery is going well, Jessica was keen to share her experience and reflect on the benefits of the new Neonatal Unit forchildren and their families in the future.

"I couldn't be prouder of my son and I couldn't be more grateful for every single staff member at Alder Hey", she said. "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 children and their families at Alder Hey.

Since our partnership began in July, Frankie has gone from strength to strength. He is now 9 months old and he enjoyed his first Christmas with his family last month.

How your donations will be spent

Plans around how the donations will be spent are to go towards helping create a new Surgical Neonatal Intensive Care Unit (NICU) at Alder Hey. The unit will offer 22 neonatal cots and will feature 18 individual family rooms in the unit, a first in the UK, where parents can be alongside their poorly new-borns while they're receiving expert care.

The Charity Appeal is providing 'over and above' enhancements and equipment for both the clinical space and family areas, elevating the new Neonatal 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.

Such facilities would certainly have made Jessica's experience that bit more comfortable.

"The new NICU unit would have definitely benefitted us, going to different hospitals can be quite confusing and finding your way around can be quite stressful. If there was one place you could go for all of it, that would be amazing! It would also allow you to get to know the same staff members and start to form a little bond with them, the doctors, nurses, and other staff. When you start having conversations with these people and get familiar with a place, it makes you feel more comfortable."

Currently babies born at nearby hospitals who need specialist surgery are transferred to Alder Hey to get the specialist surgical care they need and are then transferred back to their local hospital to continue their specialist neonatal care. The new NICU will ensure that babies do not need to be transferred back and forth between the two hospitals.

Fiona Ashcroft, CEO of Alder Hey Children's Charity said, "We are delighted to once again partner 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 to ensure we can support new born babies and their families at a very vulnerable and challenging time. Thank you to everyone for your support of this campaign"

"A charity close to our hearts"

Shelley Robinson, B&M Brand and Press Manager said, "We're delighted to relaunch this partnership to continue our support for a charity very close to our hearts. Being a Merseyside-based business, 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 to raise funds for life-saving specialist medical equipment and their patient-friendly campus. We're pleased to be working alongside Procter & Gamble with this appeal and support them in their continued commitment to be a force for good. Together, with help from our wonderful customers, we can help build a truly world-class facility that wraps around families with the most vulnerable babies in the region".

Liam Sargeant, Procter & Gamble Community Impact Lead commented:

"We're delighted to be partnering with Alder Hey Children's Charity to support their mission to provide vital care to families in need. At P&G, we're committed to being a Force for Good in the communities in which we live and work. Our brands feature in millions of people's everyday routines - whether that is a parent using a Pampers nappy on their new born baby, to a family using Fairy Liquid to wash dishes after dinner or a father and son sharing their first shave with a Gillette razor. 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 and are honoured to be partnering with B&M and Alder Hey to support the important work of this charity".

B&M 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, Daz, Febreze, Fairy Non-Bio, Lenor, Ariel, Herbal Essences, Pantene, Oral B, Gillette, Venus, Always, Always Discreet and Pampers.

You can click here to see a selection of some of the great P&G products available, and head into store to make your purchase. Remember, 5p from every sale will be donated to Alder Hey Children's Charity, so you can be sure that your purchase will make a difference.

For each selected Fairy, Flash, Fairy Non-Bio, Daz, Pantene, Always, Always Discreet and Pampers product purchased between 18/01/2023 - 14/02/2023, 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 here.