Hallmark launches greetings cards for premature babies

Every year across the UK more than 95,000 babies require care within specialist neonatal units. That statistic from Bliss, combined with an inspiring personal story from Good Morning Britain's weather presenter Laura Tobin, caused Hallmark Greetings and Bliss to jump at the chance to work together to create a collection of cards with families like Laura's in mind.

"Our baby Charlotte was born extremely premature — three months early — and it was a very stressful time," explains Laura. "Friends and family want to offer support, but it's hard to know what to say."

Well-intended wishes may have resulted in sending traditional cards with a baby on them, or cute images, but that can be upsetting to parents of premature babies as the images remind them of what they may be missing.

"We looked to design a new type of card with input and advice from a group of parents whose babies were born premature or sick and had spent time in neonatal care," says Ruth Turner-Blood of Hallmark. "Our aim was to develop a deeper understanding of what these parents had experienced, how they felt at each step of their baby's journey, and what they really wanted and needed to hear from their friends and family at that time."

This insight was combined with further research to create a collection of four beautiful cards currently sold on Amazon, select Tesco, Morrisons and specialty card and gift shops in the UK. In addition, nearly 10% from the sale of each card goes directly to Bliss to assist its efforts. To date, consumers have helped raise nearly £3,000.

"I thought it was such a lovely idea, tears came to my eyes," says Laura when she saw the cards unveiled on air to 700,000 viewers for the first time. "Having special premature baby cards will mean people know they are offering support to the parents at what is a very emotional time."