Today, McCain announces that it will double this year’s donation to UK charity partner Family Fund, in a move to offer even further support to families raising disabled or seriously ill children during the exceptionally challenging current economic climate.
The incremental donation of £300,000 comes on top of McCain and Family Fund’s existing three-year partnership, which has already seen the brand pledge £1 million up to 2023, to provide 150,000 grants and services to families supported by the charity. It is hoped McCain’s most recent donation booster, will help support families that recently released research has shown are disproportionately affected by the ever-rising cost-of-living crisis.
The research conducted by Family Fund found that over 70% of parents and carers that the charity supports are unable to work amid the cost-of-living crisis due to the care their child/ren need(s), alongside a post-pandemic reduction in support services for children, which have often gone hand-in-hand with reduced benefits.
Other key research findings (Family Fund Quarterly Poll, September 2022):
Impact on households
average household income for families has fallen by over £660 in the last 12 months;
almost 60% of families (59%) report an increase in household bills of more than £100 a month;
9 in ten families report they are struggling or falling behind on household bills (92%);
58% have cut or skipped meals;
40% have gone hungry because there was not enough money for food;
over one third (31%) of households said they have gone without carpets because they can’t afford them;
23% have gone without curtains;
20% have gone without beds;
Impact on disabled children:
63% of families have cut back on play and recreational activities with their disabled child;
76 % said their disabled child’s health and wellbeing had declined in some way over the last 12 months.
As a further demonstration of McCain’s belief that every family should be able to enjoy mealtimes together, especially during these challenging times, the additional £300,000 donation will help Family Fund to provide essential grant items that are critical to easing the strain of their day-to-day lives. From kitchen appliances such as fridges and ovens, to technology, such as tablets and computers, the grants will support some of the UK’s most vulnerable families, who are disproportionately feeling the pinch of recent inflation rates and mounting fuel expenditures.
Cheryl Ward, Group Chief Executive at Family Fund said: “Now more than ever, many families with across the country are struggling to keep their head above water. The recent cost of living crisis has meant that families with disabled or seriously ill children have felt this strain much more acutely. As the UK’s largest grant-making charity for families on the lowest incomes raising disabled or seriously ill children, we are seeing many more families coming to Family Fund for help and that is why the support of partnerships like McCain is so important to us. 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.”
Mark Hodge, Vice President, Marketing at McCain Foods added: “As a family-owned business, we believe all families should be able to enjoy the little moments that matter together like mealtimes. Looking at the current climate, and following the stats unveiled by Family Fund’s recent research, it’s no question that families raising disabled or seriously ill children, who are disproportionately affected by the cost-of-living crisis, need our support now more than ever. Therefore, 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.
McCain has today also launched a new national primetime advertising campaign across the UK’s top channels and radio stations that aims to promote the ongoing work Family Fund does to support families raising disabled or seriously ill children. The heart-warming campaign is centred around two young beneficiaries of Family Fund support, 8-year-old Kaj and 9-year-old Max, as they sit down to enjoy their family mealtime using products that they received through McCain and Family Fund partnership.
