McCain is doubling a planned £300,000 donation to help support families raising disabled and seriously ill children, in response to the cost of living crisis.
The veg giant’s move is part of an existing three-year tie-up with charity partner Family Fund, which has already seen it pledge £1m up to 2023 to provide 150,000 grants and services to families supported by the charity.
“Now more than ever, many families with across the country are struggling to keep their heads above water,” said Cheryl Ward, group CEO at Family Fund. “The recent cost of living crisis has meant families with disabled or seriously ill children have felt this strain much more acutely.”
The donation comes as Family Fund’s Cost of Caring report revealed 70% of parents and carers supported by the charity were unable to work due to the care their children needed.
Additionally, 92% of families raising disabled or seriously ill children reported they were struggling or falling behind on household bills, and more than half have cut or skipped meals (58%).
“Looking at the current climate, and following the stats unveiled by Family Fund’s recent research, it’s no question families raising disabled or seriously ill children, who are disproportionately affected by the cost of-living crisis, need our support now more than ever,” said Mark Hodge, VP marketing at McCain Foods.
The extra £300,000 will enable the charity to provide items to families to ease the strain of daily life such as kitchen appliances and technology.
“It’s incredibly important to us that we play our part and help alleviate some of the current strain, and we’re happy to be able to do this with this additional donation,” added Hodge.
McCain has also launched a new national primetime advertising campaign to promote the work Family Fund does. The campaign is centred around two beneficiaries of Family Fund support, eight-year-old Kaj and nine-year-old Max, as they enjoy their family mealtime using products they have received through the McCain and Family Fund partnership.
“We are absolutely thrilled to be receiving an additional donation from McCain. This support is vital for us to reach and support those families that need us at this challenging time,” said Ward.
No comments yet