The #ICUSmile campaign is a social media initiative launched last year by Metropolitan in partnership with Smile FM to raise funds for the Tygerberg Children’s Hospital’s Intensive Care Unit (ICU).
The public was encouraged to share light-hearted videos and images of themselves to bring a smile to the faces of recipients and, in the process, donate money for the much-needed upgrading of the ICU.
A total of R250 000 was raised through a combination of #ICUSmile SMS donations and a contribution by Metropolitan.
“#ICUSmile is part of a broader CSI strategy where we aim to make a difference in areas of education (with a focus on financial education), health and sports development,” says Elsie Govender, CSI manager. She attributes the success of the campaign to the public’s generosity.
At the handover last week, Prof. Mariana Kruger, who is the head of Paediatrics at the hospital, said she encourages more people and organisations to support this important cause.
Every year, the children’s hospital admits 1 000 babies into intensive care. The Tygerberg Children’s Hospital Trust, which supports the hospital, is seeking R5 million in total to expand the capacity of the ICU to cope with the numerous demands made on the facility.
To get involved, contact Malcom Kling, funds procurement manager for the Tygerberg Children’s Hospital Trust, on 021 938 9583 or at email@example.com