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Three established household brands are turning everyday purchases into an opportunity to give back, with Elizabeth Anne’s, Milton and Karvol joining forces for the Give Love campaign, supporting three South African organisations working with vulnerable people, mothers and newborns.
Running from 1 August to 31 October 2026, the campaign will donate 10c from every participating Elizabeth Anne’s, Milton and Karvol product purchased* to three charity partners: Avril Elizabeth Home in Johannesburg, Bless a Baby in Cape Town and Baby Line in KwaZulu-Natal.
“While the idea is simple, consumers shop for products they already use, with a portion of each participating purchase going towards charity, the impact reaches far beyond the shopping basket,” explains Rinee Mudavhi, Senior Brand Manager for AMKA Baby Products. “This campaign allows us together with our consumers to give back to those who need it the most, in different times of their lives.”
Rinee also highlights that this campaign builds on a long-standing legacy of giving. Elizabeth Anne’s first partnered with Avril Elizabeth Home in 1993. More than three decades later, that spirit of giving continues, now bringing Elizabeth Anne’s together with Milton and Karvol to support three organisations working in very different areas of need.
At Avril Elizabeth Home, support means providing ongoing care to 154 residents with intellectual disabilities, many of whom require assistance for much of their lives. The organisation provides food, clothing, care and stimulation, with its work extending well beyond basic needs.
“Every family knows what it means to care for someone completely. At Avril Elizabeth Home, we do that for 154 residents, for as long as they need us,” says Sharon Noble, Donor Liaison Officer at Avril Elizabeth Home. “Partnerships such as the Give Love campaign matter because they let a whole community share in that care and they remind our residents that they have not been forgotten by the world outside.”
For vulnerable mothers and newborns, support can be just as immediate.
Bless a Baby, founded in 2002 and operated entirely by volunteers, provides essential items to mothers and newborns during the earliest days of a child’s life. To date, the organisation has distributed more than 46 000 baby bags through hospitals and clinics.
“Every baby deserves to begin life with dignity, warmth, and love,” says Mariette Strydom, Charity Head at Bless a Baby. “Bless a Baby ensures that mothers and newborns in our communities receive essential items.”
In KwaZulu-Natal, Baby Line, a confidential counselling and support service launched in 2022 by The Peace Agency, works with mothers experiencing difficult circumstances. Its support includes emotional counselling, practical assistance and connections to organisations within its wider support network.
“Very often, mothers find themselves in difficult situations, whether it’s because of rape, absent fathers, financial struggles or simply having no support system around them,” says Tatum Teuissen, National Coordinator at Baby Line. “Baby Line steps in during these moments and provides mothers with the practical and emotional support they need during what can be one of the most difficult and vulnerable times of their lives.”
Through the Give Love campaign, support will help Baby Line pack and distribute care packs to hospital labour and maternity wards, while also assisting individual mothers with essential items during the first few weeks of motherhood.
Although the three organisations serve different communities, their work is connected by a common need: practical support that can make a meaningful difference at vulnerable points in people’s lives.
For some, that support may mean a meal, clothing or ongoing care. For a new mother, it could mean essential items for her baby or someone to turn to when she has nowhere else to go. For a newborn, it could mean having basic necessities during the first days of life.
The Give Love campaign provides consumers with a simple way to contribute to that work without needing to make a separate donation. By choosing participating Elizabeth Anne’s, Milton and Karvol products during the campaign period, consumers can help turn an everyday purchase into support for organisations already making a difference in their communities.
Because sometimes, giving back doesn’t require a grand gesture. It can start with something as ordinary as what is already in your shopping basket.
* The participating products are available through major retailers including Shoprite, Checkers, Spar, Pick n Pay, Clicks and Dis-Chem.