“Each of our 190 restaurants nationwide, will donate all proceeds generated from the cupcake sales to raise funds that will help pay for expensive treatments, and assist in improving the general wellbeing of the affected families,” says Lee-Ann Cullingworth, marketing executive at Mugg & Bean.
Cupcake for Breakfast Day on 1 September coincides with the start of International Childhood Cancer Awareness Month and the annual Mugg & Bean 'Cupcakes 4 Kids with Cancer' initiative in support of Cupcakes of Hope. Mugg & Bean has supported this initiative since 2011. Following the 2015 campaign, it handed over a cheque for R100,000 and is aiming to grow the donation this year.
It is estimated that currently less than half of children with cancer in South Africa are diagnosed, and many of those who are diagnosed are in advanced stage of illness, while chances of surviving childhood cancer may be as high as 77%, if the cancer is detected early.
Cupcakes of Hope focuses on creating awareness around children with cancer, the early warning signs associated with this disease and raising funds for families in need of medical assistance.
The public can show its support by uploading a picture that displays their cancer hero’s name written on one hand and a cupcake in the other, using the hashtag #CupcakeForMyHero to Twitter, Facebook or Instagram.
