Pride of Britain Awards call-up for St George’s fundraiser
St George’s Hospital Charity fundraiser George Alderman has won ITV London’s Fundraiser of the Year Award, part of the Daily Mirror Pride of Britain Awards.
George’s fundraising journey began in the most heartbreaking of circumstances. In 2023, he and his family lost their baby boy, Jimmy, at just seven weeks old after he suffered a cardiac arrest while being breastfed in a baby sling. Jimmy was rushed to St George’s Hospital, where staff did everything they could to save him.
George said: “The whole time Jimmy was in St George’s I was in awe. The work that everyone did at St George’s Hospital was absolutely amazing. From the consultants to the nurses, to the doctors, to the cleaners, to the porters. Everyone at the hospital was so supportive and did all they could for Jimmy and my family.”
Inspired by the care they received, George created Jimmy’s Cuddle, raising thousands of pounds for St George’s Hospital Charity and other local children’s charities, as well as campaigning for greater awareness of the safe use of baby carriers.
Determined to create a lasting legacy for Jimmy, George set his first target at £5,000 to become a ‘champion’ of St George’s Hospital Charity’s Time for a Change Appeal, which aims to raise £5m to refurbish two children’s wards at the hospital. That target was quickly reached, and since then George has gone on to raise thousands more through pub quizzes, running challenges, and other sporting and social events.
“Raising money feels like the least we can do after everything they did for us, and I’m happy to say that in the last year and a half, we’ve raised over £25,000 for St George’s Hospital Charity. And we’re determined not to stop there,” he added.
Katy Vaughan, CEO at St George’s Hospital Charity, said: “We are honoured to work with George and so pleased to see him recognised with this award. His energy and compassion are extraordinary. He has turned personal tragedy into a force for change. The way he has got behind our appeal to improve our children’s wards will have a lasting impact on children and families cared for at St George’s now and in the future.”
Alongside his fundraising, George has campaigned for greater awareness of baby sling safety, following the inquest into Jimmy’s death highlighted a lack of adequate information for parents regarding safe positioning of infants in carriers, especially during breastfeeding.
Reflecting on the award, George said: “This award is for Jimmy. We’re devastated to have lost him so soon, but so grateful to have known our beautiful little boy for seven wonderful weeks. We didn’t have much time to make many memories, but we’re determined that he won’t be forgotten.”
George will joined regional winners from across the country at the national Pride of Britain Awards airing yesterday (Thursday 23 October), where the overall UK Fundraiser of the Year was announced.
