The Tribune

By JEFFARAH GIBSON

Tribune Features Writer

jgibson@tribunemedia.net

Although Bahamians once again showed up in droves to support Dairy Queen's annual Miracle Treat Day last week, the initiative did not reach its target goal of $16,000 goal to assist in purchasing hearing aids for children in need.

Nevertheless, DQ said the money will go long way in improving the lives of hearing impaired kids.

On June 21, DQ donated $2 from every Blizzard treat sold to the Red Cross Centre for Deaf Children. And while the company is still in the process of conducting the final count, operations manager Crystal Campbell told Tribune Health that they raised about $10,000 from Miracle Treat Day.

"Though the turnout was less than last year, all in all we had a good response from the public. People came in, purchased Blizzards, left coins from their purchases, bought coupons and donated cash," she said

Ms Campbell noted the cost to provide a hearing aid for a child is approximately $1,000 per ear. Some can cost significantly more, up to $3,000 per hearing aid, depending upon the sophistication of the product.

Custom fitting the hearing aids incurs additional costs which can make things very challenging for families.

"Every year when we have the event we are inspired by someone or something that has happened. Last year we donated to Down syndrome and a lady who worked asked if we could assist her in getting her child hearing aids which we did. Then one of our managers found out that one of her sons needed hearing aids. That was what also got this whole thing motion and that was when we made the decision to donate to this cause," said Ms Campbell.

"After a final count, donations will be presented to the Red Cross Centre For Deaf Children by next week."

The Red Cross Centre for Deaf Children, a non-profit institution, was established in 1964. It is a joint effort between the Bahamas Red Cross Society and the Ministry of Education. The Centre has a population of 26 students between the ages of three and 18. There are 11 students currently in need of hearing aids.

Sonja Rolle, principal of the Red Cross Centre for Deaf Children, expressed her excitement earlier in partnering with Dairy Queen on the initiative.

"We are grateful that DQ has chosen this special group of individuals for some assistance at this time," she said.

Ms Campbell said Diary Queen, with the help of the general public, is happy to give back as a responsible corporate citizen.

"It may sound like a cliché, but it is better to give than to receive. Persons are more inclined to support brands and businesses and that are giving to the community. Some of those same people facing these challenges like diabetes, cancer, high blood pressure are the very ones supporting our businesses on a daily basis. This was our time to get on board and give back. This is our way of saying thank you," said Ms Campbell.