Babies R Us at Toys R Us Purple Heart Campaign Raises R100 000 to Support Preemie Month

Helping South Africa's Most Vulnerable Newborns This Preemie Month

In honour of Preemie Month, Babies R Us at Toys R Us has reaffirmed its commitment to supporting premature babies and their families. Through its Corporate Social Investment (CSI) initiative, the Babies R Us Purple Heart Campaign, customers were invited to donate R5 with any purchase, either online or in-store, throughout October 2024. This initiative raised R100,000, which has been used to provide essential care packs for mothers at Rahima Moosa Mother and Child Hospital in Johannesburg.

Supporting Neonatal Care at Rahima Moosa Hospital

Rahima Moosa Mother and Child Hospital is South Africa’s only dedicated mother-and-child-specific hospital, delivering approximately 14,000 babies annually, the second highest in the country.

“With such a large number of premature births each year, it's crucial to ensure these vulnerable newborns, and their mothers, have access to the essentials they need,” says Ronel Grant, Head of Wellness at Babies R Us.

The first 100 care bags were delivered to the hospital during a special Preemie Event held on Tuesday, 19th November. Each care bag included blankets, baby toiletries, maternity pads, and baby wipes—items essential to supporting mothers during their journey with premature infants.

Raising Awareness on World Premature Day

Observed annually on November 17, World Premature Day shines a spotlight on the challenges of premature births. According to the World Health Organization, 15 million babies are born prematurely each year worldwide. In South Africa, approximately 15% of all births are preterm, adding strain to an already stretched healthcare system.

Through initiatives like the Purple Heart Campaign, Babies R Us aims to alleviate some of the emotional and financial burdens faced by families of preterm infants.

Words of Gratitude and Commitment

Dr Joy Fredericks from Rahima Moosa Hospital expressed her appreciation, stating:

Ronel Grant echoed this sentiment, emphasising the organisation’s dedication:

Additional Support for Parents

Beyond its community-focused efforts, Babies R Us offers a range of resources to empower and support parents, including:

• Mom and Baby Wellness Clinics: Located at select stores nationwide, providing expert healthcare services and guidance for new parents.
• Free Virtual Antenatal Classes: Led by Sister Claire de Villiers, a registered nurse and midwife with over 34 years of experience, covering pregnancy, childbirth, and newborn care.
• Breastfeeding Courses: Delivered by lactation expert Carey Haupt, providing practical advice for a healthy feeding journey.

“These initiatives aim to reassure parents that they are not alone and that Babies R Us is here to support them through the joys and challenges of parenting,” Grant explains.

Join the Cause

“Join us this Preemie Month as we stand with moms and babies to support South Africa’s future,” Grant concludes.

For more information, visit Babies R Us.

Press Release Submitted By

Company Name: Babies R Us at Toys R UsContact Person: Ronel GrantWebsite: www.babiesrus.co.za

Total Words: 563

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