B&M customers raise £110,000 to help Alder Hey Children’s Hospital

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) 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 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.

It 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.  

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.

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.”

For more information about Alder Hey Children’s Hospital and the new unit click here.