To support struggling parents during the cost of living crisis, The Sun on Sunday’s Fabulous magazine launches ‘Baby, Bank On Us’, a campaign in partnership with Save the Children, Little Village and baby banks across the UK.
Half of the 4.2 million children living in poverty in the UK live in a family with a child under the age of five.
An exclusive Fabulous survey of 2,000 British mums unearthed some heartbreaking statistics. 27% report rationing nappies and baby wipes, 39% have missed meals so their children can eat and 15% can’t afford to buy their kids any birthday presents. Sadly, 3% say their children don’t have a safe space to sleep at night.
Baby banks, which are championed by The Princess of Wales, respond to two challenges: easing the deepening poverty we see in communities and helping us care better for the environment. More than 26 million toys are thrown away each year and an estimated 350,000 tonnes of clothing ends up in landfills. By swapping, sharing and reusing products, there is less waste and much less cost so more money in parents pockets and less damage to the earth.
The initiative has three aims:
1. Increasing local support by calling on the public to volunteer time and donate items to their nearest baby bank.
2. Raising vital funds to support the work of baby banks.
3. Uniting baby banks across the UK by increasing understanding and raising awareness of the vital work they do, and the benefits this brings families. Plus, improving resource sharing.
The campaign is backed by a host of influential figures, including Baroness Karren Brady CBE and Dame Rachel de Souza DBE, celebrities Leona Lewis, Christine Lampard, Charlotte Hawkins, Kate Lawler and many others, all of whom will be speaking on the issue.
Victoria Newton, editor in chief of The Sun said: “We know that our readers have been struggling with the cost of living crisis but this new survey makes clear the heartbreaking hardship that so many British mums have been living through to support their young children.
“Bank banks have been doing a fantastic job helping families in need, but with the crisis worsening they need our help to continue to help those most in need.
The Sun and Fabulous’ campaigns have always sought to make life easier for our readers, so please do support this important new campaign to bring an end to children living in poverty in the UK.”
Her Royal Highness The Princess of Wales said: “Early childhood lays the foundations which shape the rest of our lives. The relationships young children form, their experiences, and the environment they grow up in matter.
“So, supporting and building capacity for those caring for the youngest members of our society is absolutely essential – especially in these increasingly challenging times.
“I am very proud to support this campaign to encourage everyone to play their part in volunteering or donating to this vital cause. Because the children of today will build the society of the future”.
Rachel De Souza, the children’s commissioner for England commented: “We must do everything in our power to support young families — especially those with the youngest children and the most vulnerable.
“That’s why I wholeheartedly back Fabulous’s Baby, Bank On Us campaign, in partnership with Save the Children and Little Village. No parent should feel frantic because they can’t afford the basic necessities their babies and young children need to thrive.”
Sophie Livingstone MBE, CEO of Little Village, said: “This is a brilliant opportunity to highlight the work of baby banks up and down the country who are doing such amazing work in their local communities. Our experience at Little Village is that most people want to help and make a difference, but they need to know how.
“Fabulous’ campaign will make it possible for more people to get involved so together we can support many more families struggling through the cost of living crisis. Together, we’re more powerful and this campaign can change lives.”
Find out more here.