Purple Baby Project: A Studio24 CSR Initiative, Saving Lives, One Baby At A Time

The Purple Baby Project is born out of our personal experience as a company, and our desire to be a company that responds to the needs of all its stakeholders – whether external or internal.

An introduction.... 

Our research on healthcare needs for premature babies in Nigeria - with the subject on the problem of high mortality rate of premature babies, was traceable to be caused by inadequate medical equipment in local hospitals, inaccessibility of low-cost medical equipment for preterm baby care, and a general knowledge gap in our communities and society, with respect to premature birth causes, preventions, and management.

.Professor Ezeaka Veronica Chinyere, in her official address at the World Prematurity Day held on November 17, 2021, stated that recognizing the WPD every year is, “important because prematurity poses enormous physical, emotional and financial burden on families, communities and nations in both the immediate post delivery period and in the long term.’’

Whilst affirming that “Preterm birth is the leading cause of death in children under the age of five; each year, about 15 million babies worldwide are born prematurely, that is about 1 in 10 children,” she also states that in Nigeria, “we carry a disproportionate burden in view of our large population; we have the highest numbers of newborn deaths in Africa and the second highest in the world. Nigeria ranks 3rd among the countries with the highest number of preterm births globally.’’

The Studio24 Angle

In 2019, we tested the launch of this project via a mini-support package sourced from collated medical needs from 4 hospitals, 1 Health Association, 1 NGO, as well as mothers in each hospital (Ifako Ijaiye General Hospital, Massey Children Hospital, Igando General Hospital, Lagos State University Teaching Hospital, Abiye Maternal and Child Health International Foundation, National Association of Neonatal Nurses Nigeria), supporting with needed medical consumables and pictorial documentation of the commemoration of 2019 World Prematurity Day.

This year (November 17, 2021), we initiated a direct relationship with selected major stakeholder at national and global level, (Amuwo Odofin Maternal and Child Centre Lagos, Lagos University Teaching Hospital, National Association of Neonatal Nurses Nigeria, Nigerian Society of Neonatal Medicine, and President – Professor Chinyere Ezeaka), with the aim to foster a collaborative partnership that will see up to 50% decrease in preterm and newborn deaths across Nigeria in the next 5 years (2022 – 2027).

At Studio24, we recognize that our current number of partners cannot bear this burden to the fulfillment of our common goals without the partnership support of a larger army. Therefore, as we make progress on this cause, one of our focuses will center on formally reaching out to create the awareness needed to engage the public, enlist organizations, private prominent ambassadors, political voices, and all interested persons.

As we launch the Purple Baby Project, our four focal areas are: creating awareness, converting training materials to audio-visual lessons, supporting selected hospitals with listed and approved medical equipment, enabling a maintenance culture with medical equipment and funding the building of a World Class Neonatal Mother and Child Care Centre in LUTH.

The CSR Department will continue to share updates on the Purple Baby Project as we make progress in the coming months.

A Better Nigeria, Together For Our Purple Babies.

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