Initiative planned with UNICEF.
Starting in December, Milan’s city administration will welcome newborn babies with a gift pack containing surprises and useful products for the happy parents.
Planned and put together in coordination with UNICEF, the colourful parcel will contain a play suit, baby bath foam, nappies, skin cream, containers for breast milk, hygienic wipes, breast cream, helpful books, a guide to kids’ services and more.
The intention is to support the call by UNICEF and the World Health Organisation for encouragement of breast feeding. Products will be supplied by the private sector at no cost to the city.
A letter to the parents will explain how and where to collect the pack, called “Welcome to the house of snuggles”, from a local pharmacy. Around 10,000 Milan families are expected to receive the letter.
And starting next year, parents signed up for maternity benefit will also received gift coupons worth €1,800 to spend on baby products during the newcomer’s first year, up from the €300 already being distributed. This will apply to families with an ISEE rating (the official certificate of the economic situation of a household) of under €17,000.
City hall estimates that some 1,800 Milan resident families will qualify.