Mothercare teams up with Action Medical Research to support new Touching Tiny Lives campaign | Action Medical Research

Mothercare teams up with Action Medical Research to support new Touching Tiny Lives campaign

13 August 2004
Leading charity Action Medical Research is pleased to announce that Mothercare is backing its ‘Touching Tiny Lives’ campaign. The UK’s number one parenting retailer is producing a new specialist range of clothing for premature babies and is donating £3** to ‘Touching Tiny Lives’ for every sale of the ten-piece pack. The premature baby clothing packs will be available in 60 stores and to order via Mothercare’s Direct home shopping operation. Through ‘Touching Tiny Lives’, the Charity is raising urgently needed funds for more research into pregnancy complications and to ensure all babies, especially those born prematurely, grow up healthy. Dr Tracy Swinfield, Director of Research at Action Medical Research said: “Not enough money goes into investigating the causes of premature birth and conditions affecting the most vulnerable babies. We want to raise £3 million through the ‘Touching Tiny Lives’ campaign so we’re thrilled that Mothercare are able to support the Charity in this way.” In addition to the donation, Mothercare will be publicising the Charity’s campaign in its product catalogue, on posters and in leaflets. Mothercare has carefully developed the range in association with the neonatal team at London’s University College Hospital. The team provided advice and experience that has helped shape the new baby clothes for 3lb and 4lb babies. It is the first specialist premature clothing available on the high street – benefiting early babies by providing them with properly designed clothes and helping parents with their new arrivals. The range goes on sale from early September. Mothercare’s Healthcare Relations Manager Liz Day said: “Around one in ten babies born in the UK are premature and there is an increase in the number of low birthweight babies due to IVF conceptions. These babies will really benefit from this new range – often parents have to resort to buying dolls clothes as they cannot find anything suitable for their baby on the high street.” -ends- **£3 including VAT is paid to: Action Medical Research (Trading Ltd) which covenants all its taxable profits to Action Medical Research, a registered charity number 208701. A jpeg photograph to accompany this story is available from Rob Orme on 01403 327 404
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