Fabulous launches new campaign in partnership with Save The Children, Little Village

The cost-of-living crisis has left many families with young children in incredible financial hardship. To support struggling parents, Fabulous is launching Baby, Bank On Us, 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 per cent report rationing nappies and baby wipes, 39 per cent 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 being 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.

Her Royal Highness The Princess of Wales said: “Baby banks across the country are doing an incredible job of supporting parents and carers struggling to make ends meet with the essential items needed to care for children.

“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”.

Leona Lewis, Baby, Bank On Us Ambassador said: “When Fabulous got in touch about Baby, Bank On Us, it felt perfect. This is exactly what I want to do. I’m fortunate enough to afford the necessities, but there are so many women and children who are not in the same position.”

Victoria Newton, Editor in Chief of The Sun says: “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.

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.”

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. Every single parent across the country should have access to the help they need because happy, healthy children go on to lead happy, healthy lives. Baby banks form a huge part of the support network which so many vulnerable families rely on - and now it is time for the nation to pull together to help families in need.”

Dan Paskins, director of UK Impact at Save the Children, said: “The cost-of-living crisis has made things even more challenging for families who were already struggling. Families with children and babies are some of the worst affected. Support from the government is important, but community action is crucial too. Baby banks now provide a vital role for expectant and new parents, ensuring that babies do not go without the essential things they need. Parents I speak to are doing everything they can to provide for their family. And no parent ever wants to find themselves unable to afford the basics for their little ones. Through this campaign, we will bolster the support for baby banks so they can continue to deliver for UK families in crisis.”

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.”