Michiko and Me announces charity partnership with Action Against Hunger
A commitment to help end child hunger
British childrenswear brand Michiko and Me is pleased to announce its support of Action Against Hunger, an international humanitarian organisation committed to ending child hunger. Michiko and Me will provide year round support by making a generous donation on each product sold to Action Against Hunger. Donation amounts will range from £1 to £5 per product and to celebrate the launch of the partnership, Michiko and Me will apply this donation across their entire product range.Nicky Lumb, founder of Michiko and Me says, “Our Michiko and Me designs are based on a principle of growing as the child grows. This notion of our children growing happily and healthily is a privilege that we often take for granted. Most of us are fortunate enough to be able to feed our children but this is not the case for all families around the world. Knowing you cannot feed your child is so painful, which is why Michiko and Me wanted to back a charity that supports children and families in the struggle against hunger. Action Against Hunger’s work includes saving malnourished children’s lives and improving families access to food and clean water for the future, making them the perfect charity for us to partner with.”Caroline Chaplin, Senior Corporate Fundaising Officer at Action Against Hunger, says, “We’re delighted to be working with Michiko and Me in this innovative way. Not only will it help raise vital funds for our work, but the added exposure we gain through the partnership will help educate more people about the devastating impact of child hunger and the steps that we can all take to help defeat it.”Michiko and Me will start making a donation to Action Against Hunger with every sale through their website www.michikoandme.com from the 01st of June . This will also apply to brand new products such as their Iroka dress (detail pictured above). Action Against Hunger’s logo and website links are clearly featured on the Michiko and Me website and social media sites to help raise awareness and further promote this partnership.Support can be shown by spreading the word and sharing our posts on Facebook www.facebook.com/MichikoandMe and Twitter @MichikoandMe.
About Action Against Hunger
Action Against Hunger | ACF International is an international humanitarian organisation committed to ending child hunger. Recognised as a leader in the fight against malnutrition, ACF works to save the lives of malnourished children while providing communities with sustainable access to safe water and long-term solutions to hunger. With 30 years of expertise in emergency situations of conflict, natural disaster and chronic food insecurity, ACF runs life-saving programmes in over 40 countries helping some 7 million people each year.
About Michiko and Me
Michiko and Me is a new line of luxury, yet ethically produced, clothing for babies and children aged 0-8 years. Made in Britain using the highest quality Liberty® Art Fabrics, the collection is designed to grow with your child. This sustainable ethos means that the Michiko can be worn season after season and for all occasions.
All the Michiko and Me garments are made here in the UK from a small studio in London and are cut by hand by highly skilled seamstresses. Strong ethical values are of the upmost importance to Michiko and Me and by ensuring that their garments are manufactured without the use of child labour or underpaid workers, parents can be confident that they are making an ethically responsible purchase.
The collection is currently available at www.michikoandme.com and a growing number of carefully selected retailers.
CASE STUDY: Eight-month-old Idrissa, Niger:
A mixture of drought and on-going poverty has resulted in depleting crops and rising food prices and Idrissa’s mother has been struggling to feed her family. Sadly, her little boy developed severe acute malnutrition – the most deadly type of hunger. He was close to dying when he was brought to Action Against Hunger’s feeding centre but luckily he reached the team just in time.
Idrissa was immediately admitted for emergency treatment and over the course of a few weeks; he was slowly nursed back to health with special therapeutic foods, drip-fed through a syringe.
His mother, Barka, has noticed a drastic improvement in his health. She says: “Now he is better he just wants to let go of my arms and play!” The Action Against Hunger team will continue to monitor Idrissa’s progress and his mother will be supplied with packets of therapeutic foods and supported with building her family’s food security for the long term, to make sure baby Idrissa is never malnourished again. Interview with Nicky Lumb – owner of Michiko & Me
Why is this partnership important?
Worldwide there are 55 million children aged five or younger who are suffering from acute malnutrition. Over a third of these children, an estimated 19 million, suffer from the most severe form of acute malnutrition. Without treatment, these children are at imminent risk of dying. Poor nutrition can also permanently affect mental and physical growth in the early years of a child’s life, robbing whole communities of a future.
Did something trigger the decision to support Action Against Hunger?
My younger daughter ended up in hospital as she couldn’t feed and the experience of being unable to feed my own child was very painful. Many people aren’t in a position where they can access the great care we can, so I wanted to work with an organisation who directly addressed this most basic necessity – nutrition.
Why did you choose this charity in particular?
Action Against Hunger have a good reputation for effective programmes – and keeping administrative costs low so more goes to those who need it.
How does it fit with your company ethos? How do you make sure this isn’t window dressing?
The company ethos is about longevity and sustainability. Supporting a charity who works to end child hunger seems to be a perfect fit.
How does it fit with the values you share as a family?
We’ve always had a strong charitable ethos, and donate 10% of salary to charities each year. We are lucky enough to be able to do this – as we figured early on and before we could afford it really, that if we didn’t have it, we wouldn’t miss it. Likewise, with the business, I decided to start the charitable giving from the first year, rather than waiting.
What work does Action against Hunger do? Does it work in Britain?
Action Against Hunger addresses the underlying causes of hunger by investing in agricultural and farming practices; restoring livelihoods after a crisis; helping people to cope with disasters; promoting sound childcare practices; and implementing an array of water, sanitation and hygiene projects. Recognised as a leader in the fight against hunger and malnutrition, Action Against Hunger | ACF International has been working for over 30 years to meet the immediate and long term needs of millions of children and families worldwide. It works in 40 countries worldwide, and works within Britain to influence global policy.
What difference could purchasing items with a donation to the charity make to a child’s life?
We have committed to supporting all the work that Action Against Hunger does – rather than ring fence money which can lead to higher overheads for the charity. But an example would be that the sale of an Iroka gift set at www.michikoandme.com could provide special therapeutic food packs for a child for a week. We have also committed as a family to matching the first £500 of corporate donations with a personal donation, which would provide an extra 500 days of food packs if it were used for this.