Primrose care home among beneficiaries of Give Love campaign
A long-standing initiative is helping provide lifelong care for residents with intellectual disabilities as part of a wider campaign supporting vulnerable mothers and infants.
Avril Elizabeth Home in Primrose, which provides lifelong care to people with intellectual disabilities, is one of three South African organisations benefiting from a campaign supporting vulnerable people, mothers and newborns.
The home currently cares for 154 residents, many of whom require assistance throughout their lives.
The organisation provides food, clothing, care and stimulation, while also focusing on the residents’ broader well-being.
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The support forms part of the Give Love campaign by Elizabeth Anne’s, Milton and Karvol, which runs until October 31.
The campaign contributes 10c from every participating product purchased to the three beneficiary organisations.
For Sharon Noble, donor liaison officer at Avril Elizabeth Home, the support is about more than meeting 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,” she said.
“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.”
The relationship between Avril Elizabeth Home and Elizabeth Anne’s dates back to 1993, when the organisation first partnered with the brand.
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The current campaign has expanded that support to include two other organisations working in different areas of need.
Bless a Baby, based in Cape Town, supports vulnerable mothers and newborns by providing essential items during the early days of a child’s life.
In KwaZulu-Natal, Baby Line, a confidential counselling and support service launched in 2022 by The Peace Agency, assists mothers facing difficult circumstances.
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While the three organisations work with different groups, they share a focus on providing practical and ongoing support to people at particularly vulnerable stages of their lives.
For Avril Elizabeth Home, that support contributes to the continued care of residents who depend on the organisation for their daily needs and long-term well-being.
