JoJo Maman Bebe 'From a Mother to Another' relaunch
After supporting The Duchess of Cambridge's initiative to help baby banks, JoJo is continuing the support by relaunching their recycling initiative; From a Mother to Another (FAMTA). Donations of sorted preloved children’s clothing and other essential items may be dropped off at all 93 JoJo stores across the UK & Ireland. The gift packs will be distributed by Little Village, Baby Basics & Stripey Stork baby banks & Trussell Trust food banks. The long running initiative, which began in 2015, has helped to prevent approximately 30 tonnes of clothing from being sent to landfill, significantly reducing the environmental cost of disposable fashion whilst helping vulnerable families.
The ongoing pandemic and economic fallout have placed a strain on many families who are now trying to cope by turning to food and baby banks for help. During the first two weeks of the Coronavirus lockdown JoJo’s FAMTA emergency clothing packs distribution team received an unprecedented number of calls for help from their partner charities; demand grew threefold against the prior year.
A 2018 survey estimated that 1 in 100 families in England with children under 5 have visited a baby bank, and statistics from a new survey conducted by Little Village shows that Baby Banks across the UK have found a substantial increase in the use of their services during the Coronavirus pandemic.
It also reveals that 9 in 10 baby banks say the outbreak of COVID-19 is making it harder to support families in the way they would want.
JoJo’s founder, Laura Tenison MBE says, “We were delighted to support The Duchess of Cambridge’s initiative to support these baby banks with a donation. We are now asking customers to support vulnerable families further by donating their preloved clothing. Together we can reduce waste and support those who need it most. From a Mother to Another is now in its sixth year and demand for our beautifully wrapped emergency clothing packs is higher than ever, but we are desperate for contributions which have dwindled during lockdown.”
To donate children’s preloved clothing of any good quality brand (aged 0mths-6yrs) JoJo customers must follow the clear guidelines on the company website and sort the pieces into complete outfits by size, sex and season. Donations are accepted at all JoJo stores and in line with COVID-19 guidelines are stored for 72 hours, then checked and re-packed and made available for call off by the partner charities.
JoJo supports the baby bank charities by covering all the costs related to sorting, checking, storing and despatching the emergency clothing packs as they are required. Many baby banks are run from small premises by very busy volunteers. They value the ability to place orders on a weekly basis in line with their local demand and rely on the pre-sorted FAMTA gift packs, knowing that they are of a quality all parents would be proud to dress their little ones in.
1 Source: UK Baby Banks Report – True Vision/Channel 4 Dispatches, Born on the Breadline 29.10.18
2 Source: Little Village survey, May 2020 with 50+ Baby Banks across the UK finds that almost half of baby banks surveyed have seen an increase in the numbers of families they are supporting since mid-March.