Fabulous magazines Baby, Bank On Us campaign commissions new poll 

An exclusive poll of 2,000 British mothers, commissioned by The Sun’s Fabulous brand as part of our Baby, Bank On Us campaign, reveals they are resorting to desperate measures to make ends meet during the summer holidays. 

Shockingly the study found that more than two fifths (43%) of mums have missed meals so their kids can eat more over the summer, while more than one in ten have had to use a baby bank over summer holidays. 

Launched in May, in partnership with Save The Children, Little Village and more than 200 baby banks nationwide, The Sun’s campaign asks readers to give money, supplies or their time to their local baby bank, as well as calling on big businesses to donate money and vital products that may help. Exclusive research commissioned to launch the campaign found that a third of mums ration nappies or wipes, half regularly run out of money for essentials and 60% struggle to sleep at night because of money worries.

The campaign has raised more than £70,000 so far - with supermarket giants Tesco and Ocado, nappy retailer Pampers and toy shop The Entertainer donating generously, as well as Bramley, The Cheeky Panda and Cheeky providing products - which goes directly to helping families with young children struggling during the cost-of-living crisis. 

The Princess of Wales says she is “proud” to support the initiative, alongside Rachel de Souza, the Children’s Commissioner, who called the campaign “crucial” and said she “wholeheartedly backs it”.

The newly commissioned poll found:

On the topics of summer holidays:

Meanwhile, the cost and stress of childcare over the summer is also an anxiety trigger for many cash-strapped mums:

Becca Lyon, Head of Poverty at Save The Children UK, a supporter of our campaign, says 

“The summer holidays should be a wonderful time for children, filled with fun. But these responses confirm what we are hearing from families we support – the cost of living crisis is robbing them of those joys.

It is unacceptable that parents are having to skip meals so their children can eat. And for many, a day at the seaside is no longer affordable, let alone a holiday. 

Doing without these things can have a real impact on children, making their world smaller, and leaving kids feeling different from their friends.

What families need most is additional financial support from the UK government. In the meantime, baby banks can play a vital role for expectant and new parents, ensuring young children do not go without essentials. They will be lifelines for families with young children this summer.”

TV presenters Christine Lampard and Charlotte Hawkins, singers Leona Lewis, Peter Andre and Aston Merrygold, actresses Jorgie Porter and Louisa Lytton, and reality stars including Jessica Wright, Laura Anderson and Olivia Bowen have all supported the campaign.