A viral TikTok video has inspired shoppers across the UK to hide money inside baby formula in shops to support families who may be struggling financially.
The trend started in the US, with the original video from @denaeshagonzalez depicting a purse which had been put back on the shelves next to tubs of baby formula.
Social media users quickly joined in the trend, sparking a movement now referred to as ‘she deserved the purse’.
Despite the positive motivation behind the TikTok trend, the movement has received some backlash after reports surfaced of people entering stores and opening baby formula to find the hidden money.
Many families have struggled to make ends meet in recent years due to the cost of living crisis and have sought support from organisations such as Home-Start, which helps families across the UK with children under five.
Home-Start Richmond, Kingston and Hounslow (RKH) have stated that they have seen an increase in parents “reaching out for help, looking for guidance and practical assistance during these challenging times.”
70% of the families Home-Start RKH support are facing financial instability.
Sarah Villegas, head of marketing, communications and fundraising at Home-Start RKH said: “Vulnerable families, especially those with young children, are experiencing heightened anxiety, and the rising cost of everyday essentials only adds to the strain.
“Families are under intense pressure, with many reaching breaking point due to the cost-of-living crisis.”
There are many ways to support vulnerable parents and families, such as donating to baby banks across London or lending some time to volunteer at organisations such as Home-Start RKH.
Dagmar, a volunteer at Home-Start RKH, said: “Life can be hard for families feeling alone and isolated, or when there are additional needs.
“As a volunteer, when you visit regularly once a week, you can lend a hand and an ear and make a practical difference.”
Other ways to support the cause include donating to organisations such as Home-Start RKH, through one-time or monthly donations, and attending fundraising events.
Villegas said: “Parenting can be magical, uplifting, and rewarding, but it’s also one of the hardest jobs in the world, especially with the extra pressures of the current cost-of-living crisis.
“By supporting Home-Start, you can help us provide vital early years support to vulnerable families when they need it most.”
Parents are not only facing financial strain, but emotional and mental strain also.
A mother from Richmond who received support from the charity said: “My children really loved having our volunteer.
“We do not really have much of a support network, so having someone visit them regularly and spend time with them has done wonders for their happiness and confidence.”
When asked about the future of Home-Start RKH, Villegas said: “We hope to reach even more families while also diversifying our funding to increase long-term sustainability.
“Ultimately, we want every parent to feel they have the tools and support needed so that their children thrive.”
Parents or carers can reach out for support from Home-Start RKH here: https://homestart-rkh.org.uk/get-support/
To learn more about volunteering with Home-Start RKH, you can visit: www.homestart-rkh.org.uk/volunteer.
To find a baby bank near you: https://babybankalliance.org/baby-bank-map/
Image Credit – Home-Start RKH
