Shop and donate: March of Dimes fundraiser at malls

By Shelia M. Poole

The Atlanta Journal-Constitution

Three metro malls will offer more than back-to-school bargains this week.

Shoppers visiting Lenox Square, Town Center at Cobb and the Mall of Georgia on Friday and Saturday also will have the chance to help a charity.

The March of Dimes Georgia Chapter is holding Broadcasters for Babies, a fundraiser that will include live radio broadcasts from some of Atlanta's most popular on-air personalities. Twenty radio stations are participating in the effort to raise money for March of  Dimes research and programs aimed at preventing prematurity, birth defects and infant mortality.

More than 400 babies are born prematurely in an average week in Georgia, March of Dimes spokeswoman Laura Johnson said. Premature babies are at greater risk of cerebral palsy, developmental delays and chronic respiratory conditions. Although many preemies are surviving and thriving, prematurity is still a "big problem,"  she said. "It's an issue we can't close our eyes on."

Last year, the event raised about $20,000.

Mall goers can learn about prenatal wellness and baby health from medical experts. For the more fashion-minded shoppers, there will be a Purple It! Fashion Show featuring March of Dimes "miracle" children at 3 p.m. Saturday.

Atlanta broadcasters donated nearly $1 million in on-air time and promotional support to the March of Dimes for the campaign.

Event preview

March of Dimes fundraiser

6 to 8 p.m. Friday, 2 to 4 p.m. Saturday. Lenox Square, 3393 Peachtree Road N.E., Atlanta; Town Center at Cobb, 400 Ernest W. Barrett Parkway, Kennesaw; and Mall of Georgia, 3333 Buford Drive, Buford.  www.marchofdimes.com/georgia.