The baby box is built to give newborn babies in vulnerable families, the 'best' start in life.
The new free baby box Make a Million (MaM) campaign will launch in mid-June and go to the most vulnerable families in Gateshead and Newcastle. The box will also include developmentally stimulating toys, games, and books around the key themes: love and laugh, play, read, sing and talk and count.
Including a mattress and bedding, will provide babies with a safe sleeping space allowing them to stay close to parents, encouraging bonding and optimal attachment. Along with this the box contains essential resources like a sleep sack, change mat, bath towel, first toothbrush, a blanket, thermometer, etc. to get families started with baby care.
Claire Allin, the Project Leader said: “We are including developmentally stimulating toys, games, and books helping parents to promote the best start in life through a focus on laughing, playing, reading, singing, and counting all known to stimulate optimal brain development in children.
“Through the MaM campaign, we want to remind parents, families, and carers that they are cared for, and to promote a great start for all children born here in the North East as childhood is a critical time for the development of later life outcomes”
The innovative idea is new in the North East and is gaining momentum with the NHS with the intention that all new parents in the North East can receive a free baby box. Claire added: “These baby boxes will be giving babies the best start in life. With everything found in the box, it will provide development for the little ones.
The aim of the evaluation is to understand how the baby box supports positive maternal mental well-being and maternal and child bonding during the first twelve months of life. Evidence from this evaluation will inform a wider rollout of the baby box scheme.
This project will identify first-time mums on one of three maternity pathways in Gateshead with a focus on those more vulnerable parents. New mums will receive the baby box at 32 weeks.
Engagement and delivery will be midwife-driven, through community midwives and health visitors. Mothers-to–be will enroll at 20-28 weeks of pregnancy.
The baby boxes are seen to be ‘unique’ in that they are the first to take a developmental approach to the baby. The North East has the second-highest rate of low income and deprivation after Inner London.
Infant mortality in the North East is higher than the national average. The baby box may be a cost-effective scheme to help reduce inequalities in the North East.
Sean Soulsby CEO of Children's Foundation said: “Far too many North-East children are born into poverty and our region has fallen behind others in terms of school attainment and health inequalities. Our MaM baby box is a great way to support healthy baby development through the simple every day.
“Positive experiences early in life are closely associated with better performances at school, good emotional development, improved work outcomes, and better lifelong health. Tackling these issues is vital to levelling up.
“These boxes will be a huge help to families struggling with the cost of living. Caring for babies is a really important, but very difficult job, and it takes the whole community to make a difference.
“Throughout the pandemic babies and new parents have often been overlooked. Our baby boxes are unique and a first to take a developmental approach to the child.
The charity is working closely with a local family-run business Stiller Warehousing and Distribution, which is volunteering to store, pack and deliver the boxes. The project is funded by the People's Postcode Lottery - Neighbourhood Trust, Gateshead Council, Gateshead & Newcastle CCG, Assura, Hadrian Trust, and the Catherine Cookson Trust.
The ‘success’ of the MaM campaign is local support, to be involved, you can text 'MAM to 70450 to donate £3, to learn more, visit: www.thechildrensfoundation.co.uk
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