More than 5,000 babies in Aotearoa New Zealand are admitted to Neonatal Intensive Care Units (NICU) or Special Care Baby Units (SCBU) every year. For countless Kiwi families and caregivers, this journey that brings huge emotional and financial strain.
The Little Miracles Trust has long been at the forefront of helping families navigate the practical and psychological toll of caring for a premature or sick baby – from the neonatal unit to life at home. To support their vital, hard work, Woolworths New Zealand and its partners are getting behind this cause with a national fundraising appeal during the month of May.
From baby wipes to food, milk powder to nappies, you can do your bit by simply doing your regular shop at a Woolworths. The fundraising appeal sees a donation of 5 cents from the sale of every infant product from Huggies, Little Ones, Karicare Toddler Milk, Wattie’s Baby Food, Smiling Tums, MacroBaby, Essentials Baby Wipes, Only Organic Baby Range, Pureness Baby Wipes, Baby Steps Toddler Milk, Cetaphil Baby, Johnson’s Baby, Silk Baby Wipes and Annabel Karmel.
The goal is to raise $50,000 for the Trust’s Family Assistance Fund, which provides essential help to families when they need it most – and Woolworths has already kick-started this with a one-off $20,000 cash donation.
The Little Miracles Trust spokesperson Jadey Drury, whose son was born at just 28 weeks and spent 83 days in hospital, says the generous donations will make a huge difference to the not-for-profit’s nationwide cot-side support.
“We see the immense strain that whānau go through when their pēpi needs neonatal care – it’s emotionally overwhelming and financially draining. The Family Assistance Fund exists to ease that burden, whether it’s helping with emergency kai deliveries to hospital wards or homes, transport for families suddenly transferred between cities or urgent financial support,” says the National Service Delivery Manager.
“This contribution means we can be there for hundreds of families during one of the most challenging times of their lives. We truly rely on the generosity of others to keep this support going.”
Woolworths New Zealand’s Director of Brand, Bríd Drohan-Stewart, says their partnership with Little Miracles, which began in 2024, was sparked by a deep appreciation for the Trust’s tireless work. “We’re proud to stand alongside the Little Miracles Trust and give our customers a meaningful way to make a difference. The Little Miracles team is right there when new families need it most, easing those everyday pressures that can feel so overwhelming when caring for a baby in intensive care. With thanks to our generous partners and their support, this is our collective way of showing up and giving back to some of Aotearoa New Zealand’s most vulnerable.”
Thanks to Woolworths’ support, in 2024 The Little Miracles Trust delivered over 6000 hours of cot-side peer support and distributed more than 650 food and fuel vouchers to families in intensive care.
May is particularly special to The Little Miracles Trust, dubbed the Miracle Month of May for the spotlight it shines on new mums, maternal mental health and the specialised care needed for babies born too soon or too sick. Alongside Woolworths’ national fundraising drive, the month brings together Maternal Mental Health Awareness Week (May 5-11), Mother’s Day (May 11) and Kangaroo Care Day (May 15).
There are plenty of other ways generous Kiwis can support the cause in May. Decommissioned incubators in Dunedin South, Paraparaumu and Newmarket Woolworths stores will be accepting cash donations, and keen contributors can donate directly to the Little Miracles Trust via their website.
