Supporting families of premature and unwell babies

 This May, every Woolworths shopper can help make a real difference for whānau navigating the neonatal journey.

Fourteen trusted baby brands available in Woolworths stores across New Zealand are donating 5 cents from every baby product sold to support the incredible work of Little Miracles Trust.

The organisation was founded 30 years ago in Wellington by two families who understood first-hand the emotional and practical challenges of having a premature baby. What began as a small, heartfelt initiative has grown into a registered charity supporting all 23 neonatal units in New Zealand.

In 2024, a generous $50,000 donation from Woolworths helped launch the Family Assistance Fund, designed to offer immediate financial relief to families in need during their neonatal stay. This year’s fundraising campaign ensures that the Fund can continue to operate and grow.

There are many ways to help:

• Buy participating baby products at Woolworths throughout May.

• Donate directly at littlemiraclestrust.org.nz/donate.

• Volunteer your time – the Trust relies on a small team of part-time staff and the passion of volunteers around the country.

Toni, Jase and Sam interviewed two incredible parents who shared their experiences with premature birth. Their stories remind us just how vital it is to support families through this intense and emotional time. You can watch their video, and find out more ways you can help, in the video above.