JOHNSON’S® Baby and AVEENO® Baby have teamed up with Fuel Bank Foundation and Sainsbury’s to help 100,000 families protect bath time for little ones
As the cost-of-living crisis shows no signs of letting up, families up and down the country continue to face the ultimate dilemma of deciding between heating and eating. JOHNSON’S® Baby and AVEENO® Baby have teamed up with fuel poverty charity, Fuel Bank Foundation and Sainsbury’s to help families protect bath time.
From 22nd March – 11th April, JOHNSON’S® Baby and AVEENO® Baby will launch their ‘Buy a bottle, give a warm bath’ campaign, which will help 100,000 families keep bath time priceless*, with a portion of the sales from selected Aveeno Baby & Johnson’s Baby products across Sainsburys stores and online being donated to the Fuel Bank Foundation.
New research from JOHNSON’S® Baby and AVEENO® Baby reveals that 61% of parents confess to feeling guilty if their child misses a bath, so it’s no surprise that 54% of those surveyed regularly sacrifice their own bath or shower in order for their little one to have one, and two thirds (66%) of parents polled, confirming that for them, it is more important that their child has a hot bath than they do.
The research also shows that families are already making serious cutbacks in order to provide bath times for their little ones with 51% of families surveyed admitting they have scarified household amenities themselves or have made financial cut backs in order to give their child a hot bath, with 60% of those surveyed revealing that they have turned down or avoided using the heating at all.
The Importance of Bath Time
And it seems the importance of bath time is undisputed with 86% of families saying bath time is a very important part of their little one’s routine, with structure (47%) and sleep (72%) being cited as the main reasons it’s essential for their children’s routine. Bath time is proven to help children wind down and relax for a good night’s sleep (72%), but unfortunately a quarter (25%) of families polled admitted to only being able to bathe their children three times a week.
Jo Charles from JOHNSON’S® Baby and AVEENO® Baby reveals “We know that bath time is an essential part of a family’s everyday routine, especially with smaller children. Bath time is also a wonderful bonding time for families, helping everyone to prepare for a good night’s sleep.
“Our research shows when bath time is missed, the routine is disrupted and children can find it harder to settle. This can create a knock-on affect for the whole family, causing stress and anxiety for parents who are already juggling the trials and tribulations of parenthood. We are teaming up with the Fuel Bank Foundation and Sainsburys help protect the UK’s bath time and help keep every parent in their all-important everyday routines. “
Fuel Bank Foundation
Fuel Bank Foundation are all too familiar with the need for such support, with demand for their services at all-time high. In the past year, they issued nearly four times as many fuel vouchers as the previous year, helping 225,000 people, including 96,000 children. According to its own research 78% of people ration heating and hot water at least once a week.
Matthew Cole, CEO Fuel Bank comments: Matthew Cole, head of Fuel Bank Foundation, said: “Johnson & Johnson’s research reflects what we are seeing and hearing at our Fuel Bank centres across the UK. Parents genuinely fear not being able to do the everyday things, like giving their baby a warm bath before bed, just because they don’t have the money to top up their prepayment meter.
“The amazing support of Johnson & Johnson will enable Fuel Bank Foundation to provide warm baths and snuggly towels to parents and babies up and down the country, who otherwise would go without.”