Retailer B&M relaunches partnership to help raise money towards new neonatal unit at Alder Hey

Discount retailer B&M and Procter & Gamble (P&G) are proud to announce they are relaunching their exciting partnership on Wednesday 18th January 2023.

The partnership will enable their customers to change the lives of families treated at Alder Hey, simply by buying their P&G 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. This time, they plan to raise even more money, 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.  

Artist impression of what the new neonatal unit will look like when building is complete. The unit will be open and operational from autumn 2024. Flythrough video of the new neonatal unit can be found here.

The new unit will reduce the need for high-risk 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.

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 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 Appeal will fund the creation of a state-of-the-art Surgical NICU facility with 22 neonatal cots and 18 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 £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. 

Returning to lead the campaign will be lovely baby 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 from Alder Hey Children’s Hospital.

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”

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”.

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, Lenor, Ariel, Herbal Essences, Pantene, Oral B, Gillette, Venus, Always, Always Discreet and Pampers.  

To find out more about the campaign and get involved then head down to your local B&M here. For more information about the appeal and to explore 3D views of the new unit, click here.