Off to a “Flying Start”
2018 literally ended on a high with mothers2mothers (m2m) featured in British Airways’ (BA) latest seatback video for their “Flying Start” initiative, the airline’s global partnership with UK-based grant-making charity Comic Relief. The short film is currently being shown on BA flights around the world, which carry up to 145,000 passengers each day.
The film premiered in November as BA and Comic Relief celebrated the huge milestone of £20 million raised through the “Flying Start” scheme, through which passengers donate left over currency in envelopes provided in their seats. British Airways wants to help create a brighter future for children in the communities which they fly to, with 100% of the money raised going directly to Comic Relief, which in turn makes grants to organisations such as m2m.
To show that every penny really does count, the video puts the spotlight on m2m’s Early Childhood Development (ECD) work and the ways in which it supports mothers, children and families through pregnancy and the first three years of a child’s life in particular.
Narrated by Olivia Coleman, BAFTA and Golden Globe-winning British actress, and filmed in Khayelitsha, the largest and fastest growing informal settlement in Cape Town, South Africa, the film features m2m Mentor Mother Nobuntu, and her client, Phumla, who share their dreams for their small children.
The film shows that m2m is not only ensuring that children are born HIV-free – it is also committed to ensuring that every child thrives. That is why Mentor Mothers support parents and caregivers to understand the importance of nurturing their children’s development to help them reach key milestones. Mentor Mothers teach parents and caregivers about childhood stimulation, nutrition, and household safety as well as many other essential areas.
The postnatal clubs featured in the video are part of these services – they provide a one stop shop for mothers where they can receive mentorship and group support to feel knowledgeable about how best they can give their children the strongest, healthiest, most nurturing start in life. The club also supports mothers to stay in care and to stick to their treatment. That way, when these little ones grow, they have all the tools they need to make their dreams come true.
We are so grateful to Comic Relief and BA for the opportunity to be featured in this important video. Comic Relief has supported m2m’s work since 2010, particularly in South Africa and Kenya. Their support has enabled us to develop in key areas as we have grown as an organisation, from contributing to the professional development of m2m Mentor Mothers, supporting our work with adolescent girls, and funding us to develop cutting-edge digital health tools that help us deliver our services and track our impact.
We would also like to say a huge thank you to the incredible Mentor Mothers and clients who joyfully took part in the filming, and so gracefully opened their homes and shared their stories to help us highlight the importance of children having a “flying start” in life!
Click below to watch the full video.