Aiding Miracles: How Today is a Good Day and IICF Are Supporting Families with Babies in Intensive Care
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Aiding Miracles: How Today is a Good Day and IICF Are Supporting Families with Babies in Intensive Care

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Recent decades have brought with them incredible advancements in modern medicine, but unfortunately, issues still arise – even for society’s most vulnerable, newborns.

In 2020, the rate of babies born before a full 37-week gestational period was 10.1% and 14.4% for African American women, according to the Centers for Disease Control and Prevention. With these newborns experiencing higher rates of death and disability, parents and families often are more vulnerable to emotional difficulties while their babies fight for their lives in the Neonatal Intensive Care Units (NICU). Today is a Good Day was created to support families of pre-term babies and newborns battling life threatening challenges in the Neonatal Intensive Care Unit.

Today is a Good Day was founded in 2014 in the Greater Philadelphia area to provide personal and financial support for families with babies in the NICU. The organization supports families who are experiencing the NICU as a result of a preterm birth or because their baby, pre or full-term, is suffering from other health concerns including chromosomal abnormalities, heart defects or breathing issues.

Through research, Today is a Good Day has learned that parents who are confronted with a NICU stay for their newborn experience a variety of emotions, including sadness and possibly detachment. At the same time, they are faced with navigating the system, while caring for their child and making difficult decisions. The organization works to address these needs through a series of programs, including a care package program that provides families with a way to celebrate the birth through a new journal, a children’s’ book, bonding squares to help families bond with their babies through the sense of smell, personal stories from other families who have experienced the NICU, and more.

Additionally, Today is a Good Day hosts Navigate the NICU Sessions to provide an opportunity for families in the NICU to connect with each other. Participants can share their stories and talk with others who have shared a similar experience about life in the NICU and other life issues like returning to work, and taking their baby home. Today is a Good Day works in partnership with hospitals across the Philadelphia region and beyond, and has partners in Milwaukee, WI, Kalamazoo, MI and Chicago, IL.

Finally, the organization provides much needed financial grants to families experiencing the NICU to cover expenses including: baby supplies, car seats, meals, rent, utility bills and funeral costs.

Recognizing the important work of Today is a Good Day, the Insurance Industry Charitable Foundation (IICF) has joined our efforts to support these families in need. This year, through a spring service project in advance of IICF’s annual Week of Giving in October, volunteers from Philadelphia law firm Post & Schell in partnership with their Parental Support Group, worked in their office and virtually to make bonding squares for NICU babies and their families. The squares will be used in care packages distributed to families in Philadelphia area hospitals who are experiencing the NICU, with the goal of helping parents and babies improve bonding while providing some support during these difficult days. Post & Schell is continuing to arrange volunteer opportunities and taking an active role in improving our communities.

The IICF has been a tremendous support to our efforts at Today is a Good Day. Having our organization recognized and supported by the unifying charitable voice of the insurance industry will help us continue our important work for these families in need.

This Week of Giving, please join us to support families experiencing the NICU. To learn more about us, please visit


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