Helping South Africa’s most vulnerable newborns

In honour of Preemie Month this November, Babies R Us at Toys R Us is continuing its corporate social investment initiative aimed at supporting premature babies and their families.

In the spirit of giving back, Babies R Us offered customers the opportunity to donate R5 with any purchase online or in-store during October 2024, to contribute toward the Babies R Us Purple Heart campaign. The initiative raised R100 000, and the funds have been used to provide essential care packs for mothers at Rahima Moosa Mother and Child Hospital in Johannesburg.

Rahima Moosa Mother and Child Hospital is the only mother-and-child-specific hospital in South Africa and plays a critical role in neonatal care, delivering around 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.

Every year, 15 million babies are born prematurely worldwide, according to the World Health Organization. Grant explains that in South Africa, approximately 15% of all births are premature, putting extra strain on the healthcare system. Many families of preterm infants face emotional and financial challenges, and it is through initiatives like this that Babies R Us aims to alleviate some of these burdens.

The first 100 care bags were donated to Rahima Moosa on 19 November at a special Preemie Event hosted at the hospital. Each care bag contains vital essential items including blankets, baby toiletries, maternity pads and baby wipes.

Dr Joy Fredericks at Rahima Moosa Hospital comments: “Once again, we extend our sincerest gratitude to Babies R Us for their unwavering support toward mothers and babies in our community. Their ongoing support through these initiatives brings much-needed relief and restores hope to those navigating uncertain times.”

Grant adds that Babies R Us is committed to providing support to moms from all walks of life. “As part of this dedication, the Babies R Us We’ve Got You slogan ensures these community-focused initiatives reach every mother.

“Beyond managing the shopping journey for parents and babies, Babies R Us also offers valuable healthcare services. The Mom and Baby Wellness Clinics, located at select stores nationwide, provide expert guidance and services for new parents.”

Additionally, Babies R Us continuously looks for ways to further support parents. “Babies R Us provides free virtual antenatal classes, which are presented by Sister Claire de Villiers, a registered nurse and midwife with over 34 years of experience,” says Grant. “The two-module course covers everything from pregnancy stages to childbirth and newborn care.

“To further empower new moms, lactation expert Carey Haupt also leads a virtual course on breastfeeding, providing practical information and guidance for a healthy feeding journey.

“We know parenting is hard, but it is incredibly rewarding. The aim of these initiatives is to demonstrate to parents they are not alone and that we are here to support them through the reality of parenting,” she concludes.