Kmart Encourages Shoppers to be Superheroes for the March of Dimes®

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Retailer calls upon members and customers to help give every baby a fighting chance

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Jun 06, 2016, 08:00 ET

HOFFMAN ESTATES, Ill., June 6, 2016 /PRNewswire/ -- As the top corporate fundraiser for the March of Dimes, Kmart is leading the charge for another year of donations by calling on its Shop Your Way members and shoppers to join the fight and be a superhero for at-risk moms and babies. The funds raised by Kmart will help support teams of scientists who are working to discover the unknown causes of premature birth and develop innovative treatments.

"As a mom of triplets born five weeks premature, March of Dimes is a cause that is very close to my heart," says Kelly Cook, chief marketing officer for Kmart. "Kmart is so proud of our relationship with this organization that fights for the health of mothers and their babies. We are privileged to bring March of Dimes closer to our members and shoppers."

This year, Kmart is embarking on its 33rd consecutive year of supporting the March of Dimes through the heroic support of its associates, members and customers, and there is still time to give. Kmart is encouraging shoppers to visit their local Kmart store on Saturday, June 11, for a very special Freebie Saturday featuring a purple superhero mask. Superheroes are encouraged to snap a photo and share it socially with #LIFEISRIDICULOUSLYAWESOME and #SUPERHERO4BABIES to inspire others to give. Shoppers can also help spread the word by sharing the official March of Dimes Kmart Freebie Saturday: June 11^th- Masks YouTube video calling all superheroes to step forward.

"Thanks to Kmart we are able to serve moms and babies in communities across the country," says Dr. Jennifer L. Howse, president of the March of Dimes. "The superhero efforts from the entire Kmart team and its shoppers will allow us to fund cutting-edge research, provide community programs and advocate to give all babies a fighting chance."

To date, Kmart has raised nearly $140 million to help advance the critical work being done by March of Dimes on behalf of all babies. These efforts have helped reduce the premature birth rate from an all-time high in 2006. However, for the first time in eight years, the national preterm birth rate has increased rather than decreased. And many communities continue to suffer from the tragic and costly consequences of double-digit rates of premature birth. Donations can help moms and babies by:

Providing funds to a network of researchers working to prevent premature birth
Providing the best information on healthy pregnancy and delivery
Advocating for better healthcare coverage for the most vulnerable
Fighting for better newborn screening standards in every state
Helping moms to overcome substance abuse with community outreach programs
Increasing access to prenatal care with mobile clinics and transportation to doctors
Educating generations of parents on the value of vaccination

Now through June 18, shoppers can show their superpowers at Kmart by donating to the March of Dimes at checkout in-store or online at http://www.kmart.com/en_us/dap/Kmart-and-March-of-Dimes.html.

About Kmart
Kmart is making shopping fun again. The retailer, a subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is bringing back the iconic Bluelight Specials, hosting Freebie Saturdays and in-store family events for its Shop Your Way members and customers. Kmart offers customers thrilling deals and amazing finds on quality products and exclusive brands including Jaclyn Smith, Joe Boxer, Route 66 and Smart Sense.

About March of Dimes
The March of Dimes is the leading nonprofit organization for pregnancy and baby health. For more than 75 years, moms and babies have benefited from March of Dimes research, education, vaccines, and breakthroughs.

For the latest resources and health information, visit our websites marchofdimes.org and nacersano.org. To participate in our annual signature fundraising event, visit marchforbabies.org. If you have been affected by prematurity or birth defects, visit our shareyourstory.org community to find comfort and support. For detailed national, state and local perinatal statistics, visit persistats.org. You can also find us on Facebook or follow us on Twitter.