StraightAhead Sales raises money for bereaved parents at Peterborough City Hospital

Peterborough City Hospital
Peterborough City Hospital

A telesales firm has donated £7,000 towards improvements at a hospital’s maternity department.

Staff at StraightAhead Sales, based in the Eventus centre in Sunderland Road, Market Deeping, raised the money for Peterborough City Hospital at their annual charity ball.

Thanks to the money the bereavement suite within the department has been vastly improved to add home comforts such as laundry equipment and crockery.

The donation has also meant the hospital now has additional Moses baskets and an extra cool cot which enables bereaved parents to take their baby home and say goodbye in their own time. And the money has paid for new literature for parents and memory boxes.

Many items were purchased through Sands, the stillbirth and neonatal death charity that supports anyone affected by the death of a baby and promotes research to reduce the loss of babies’ lives.

StraightAhead Sales managing director Vicki Culverhouse said: “We wanted to support our local hospital and raise awareness of the work of Sands.

“I imagine that losing a baby can be a very harrowing experience, so we are rightly proud that our fundraising efforts will hopefully make life a little more comfortable for parents going through such a devastating time. We would also like to thank all those who supported our ball.”