On being born lucky | From a Mother to Another Campaign

I remember my father-in-law once saying that we’ve inadvertently already given our children the very best start in life, due to the fact that we’re British.

I remember thinking that it was a strange thing to say — a bit elitist maybe — but he expanded by saying we live in one of the safest, most inert countries on earth (he was a geologist, in his younger years, so this train of thought made perfect sense).

The UK is rarely hit by earthquakes, tornados, hurricanes or extreme temperatures.

We live in a democratic society — we have free healthcare — we are beyond lucky that we live on such an amazing little island.

And, in recent news, the refugee crisis has only served to reinforce his theory. It’s so very sad.

But we can help.

On Tuesday, the childrens’ clothing retailer JoJo Maman Bébé launched their ‘From a Mother to Another‘ initiative.

They’ll be collecting good quality outgrown or unwanted baby and children’s clothes — in sizes 0-6 years — at their 72 stores across the UK and Ireland, until March 5th.

It’s a shocking statistic that ‘nearly a third of the UK’s clothing ends up in landfill’ which equates to 350,000 tonnes a year.

I can’t quite imagine how much that is but I can bet my last quid that it’s an awful lot.

Apparently, if the life of our clothes is extended by just three months of active use, carbon and water waste could be reduced by up to 5-10% a year.

So by sending good quality — and little worn — hand-me-downs to those in need, it means that as well as benefitting the earth, these clothes can be worn by many more children.

JoJo’s founder, Laura Tenison, visited refugee camps in the Bekaa Valley on the Lebanese Syrian border late last year.

This resulted in an urgent appeal, by JoJo, to collect winter shoes and boots for the children living in snow covered tents.

I know how much my tiny boys feel the cold even if the heating has been off for a few hours, during cold-spells! I can’t imagine how they would feel to be, essentially, sleeping outdoors with only a canvas tent for protection.

It must unbearable. Yet so many babies and children are having to do this, as the norm.

Laura explained what she found when visiting the camps;

‘The situation is dire and the millions of women and children living in makeshift tents are in urgent need of emergency humanitarian aid to help until it is safe to travel home – just a few miles across the border.


They left Syria with whatever they could carry. Their children have outgrown their clothes long ago and are often in rags. The gift of a FAMTA pack brings tears of gratitude. Children are dying from the cold, we just had to help.’

The emergency clothing packs will be distributed by some of the Trussell Trust’s 420 Foodbanks across the UK and by a number of partner charities on the ground in Lebanon.

It’s so simple to get involved.

  • Sort out any clothes that no longer fit your child — but make sure they’ve still got plenty of wear in them and make-up complete outfits. Don’t pass on any damaged items of clothing.
  • Pack them into clear bags, clearly labelled with the gender, age and season (or use) of the garments — ie summer or nightwear.
  • Take your parcel of clothes down to your nearest JoJo store and they’ll do the rest.
From a Mother to Another

Sort out your unwanted clothes into outfits

From a Mother to Another

Pack them into labelled bags then take to your nearest JoJo store

From a Mother to Another

Your unwanted clothes will go to someone that really needs them

From a Mother to Another

From a Mother to Another

This is the perfect kind of initiative for me — and other mums and dads just like me — to help out with. My children are at an age where they’re growing so quickly and outgrowing their clothes at such a pace.

So as well as clearing out some space in our drawers and cupboards, it makes me really happy to think that, by doing this simple thing, we’re helping someone who really, really needs it.

Mothers’ day in the UK falls on March 6th this year. Give something really worthwhile to another mother and — if the warm glow, that a random act of kindness generates, isn’t enough reward — you’ll also receive a £5 JoJo voucher, when you donate two or more outfits.



Caro Davies
Caro Davies

Caro Davies art directed fashion and interiors before leaving the world of design to pursue a career in social media. She can now be found chasing the light — and two small twin boys.

Find me on: Web | Twitter | Facebook


  1. 4th February 2016 / 6:20 pm

    I think this is a really fantastic idea and that more stores should be involved – sadly my nearest JoJo is 27 miles away so it will be difficult for me to donate.
    A great idea and a worthy cause xXx

    • 9th February 2016 / 12:09 pm

      It makes me wonder if they mention online that they could send you the donation bag? Am off to check!

  2. 5th February 2016 / 7:34 pm

    Caro this is a wonderful idea, I am going to have a clear out tomorrow, we don’t have a store near us but there must be a way to get my parcel to them x

    • 9th February 2016 / 11:43 am

      I’m sure there is — have a look online — I bet they’ll send you a freepost bag or something, if you don’t have a nearby store!

  3. 6th February 2016 / 9:09 pm

    This is such a wonderful idea isn’t it, such a great way to help in such a terrible situation xx

    • 9th February 2016 / 11:41 am

      It’s a fab idea — I regularly give the boys clothes to charity sops but the thought that they’ll be going to kids that really need them in fantastic :)

  4. Nikki Fraser
    9th February 2016 / 11:18 am

    We truly are lucky to live in such a great place like England and I try to explain this to my kids. We don’t have to deal with the fears and dangers some people are faced with in the world. I think this is a great idea and I am more then willing to take part.

    • 17th February 2016 / 1:30 pm

      We really are, aren’t we? I think people forget what a lucky privilege it is to grow up here. We’re so very fortunate.

  5. 9th February 2016 / 1:37 pm

    What a brilliant campaign I have so much I could donate am going to get involved. Well don’t for spreading the word xx

    • 17th February 2016 / 11:46 am

      Thanks so much lovely — I hope they do really well with it :)

  6. 9th February 2016 / 1:52 pm

    We have taken part in this campaign too. It’s such a fantastic yet simple way to help people who are truly in need. x

    • 10th February 2016 / 2:47 pm

      Fabulous isn’t it? Really lovely to know that we can make a small difference xx

  7. 9th February 2016 / 2:47 pm

    What a great post! Makes me realise how lucky we are. Such a wonderful thing to do. I will get sorting xx

    • 10th February 2016 / 2:46 pm

      We’re SO lucky aren’t we? It’s only when I read shocking stats about the refugee crisis that it really hits home, just how lucky we are xx

  8. The London Mum
    9th February 2016 / 4:48 pm

    It breaks my heart that people and children suffer as a consequence of where they were born. I wish I could take every child into my home and give them somewhere safe and warm. I think what JMB are doing is the next best thing in terms of providing help and support.

    • 17th February 2016 / 11:48 am

      I feel the same — it’s absolutely heartbreaking isn’t it? At least we can help in some small way though xx

  9. 9th February 2016 / 8:07 pm

    This is such a great idea! I am always bagging up my boys old clothes to go to charity shops but it would be nice they were going to someone who really, really needs them. Breaks my heart to think how little they have and would love to think we could help in a small way xx

    • 10th February 2016 / 2:45 pm

      Agree. I think a lot of the clothes that go to UK charity shops are actually re-sold in the shops. The monetary proceeds then go to charity. The thought that the actual clothes are going to the children that really, really need them is a lovely thought :)

  10. 10th February 2016 / 9:50 am

    This is brilliant, I wish we had one close to us, I donate all the kids clothes, they are very fortunate thanks to Grandparents, I used to go to clothing bins but now I go to the local womens refuge as they are always in need.

    • 10th February 2016 / 1:58 pm

      ME TOO! I donate all of the twins clothes to various charity shops — or pass them on to friends. I could never imagine throwing them away!!

  11. 10th February 2016 / 10:43 am

    What a fantastic idea! More retailers should start doing this. Must see if I can get some clothes down to one of the stores. Thanks for informing us of this xx

    • 17th February 2016 / 11:53 am

      I wish more retailers WOULD do it!! That would be amazing wouldn’t it?

  12. Gemma @ A Gem's Life
    10th February 2016 / 12:52 pm

    Wonderful post :) This is such a lovely campaign, it is something that we as a country should be doing… I’m sure lots of unwanted clothes get thrown away when they can be reused.

    Gemma xx

    • 10th February 2016 / 1:58 pm

      It’s crazy isn’t it? I never, ever throw clothes away — unless they’re totally ruined. I can’t imagine why people would throw them in landfill, rather than send them to charity shops or schemes like this? x

  13. 11th February 2016 / 11:06 pm

    This is such an amazing campaign. I love the idea of Little Miss H’s barely worn clothes going to vulnerable children who really need them. It is so important to realise how blessed we are in this life. And that we should help others who are not as fortunate. I am a huge supporter of charities. I always have been and I always love when a company creates such an inspiring and fantastic campaign. I will definitely by supporting. A fab post, lovely. Hugs Lucy xxxx

    • 17th February 2016 / 11:40 am

      It’s fab isn’t it? A really lovely way to recycle our children’s clothes :)

  14. Molly
    12th February 2016 / 8:38 am

    I love this post – really interesting facts on the amount of carbon and water saved when clothes are worn for a little longer before discarding – never thought of it that way. Very lovely idea of gifting in this way to the Syrian refugees, well done JoJo Maman Bébé – I think the title of the campaign (and the packaging) is very clever, and encouraging. I’ll spread the word.

    • 17th February 2016 / 11:39 am

      Thanks lovely. It always amazes me that people can throw clothes away when they can be recycled. Hopefully a £5 voucher incentive will make some people think twice!

  15. 12th February 2016 / 12:45 pm

    That’s a brilliant campaign. It really js scary how much we all waste these days. I try to recycle as many things as possoble. X

    • 17th February 2016 / 11:38 am

      SUCH a fab campaign — the stats on landfill are so scary!!!

  16. 14th February 2016 / 7:58 am

    I never understand people who throw clothes in the bin. I only do that if they have holes in or simply can’t be worn. I’d love to donate to this initiative and need to find out if you can’t donate through the post!

    • 16th February 2016 / 2:49 pm

      Me either?! My next door neighbour used to do it — used to drive me mad!!

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