$3,751 has been raised so far at the WOWS Kids morning tea today, with supporters coming together to bring hope to children and families affected by childhood cancer.
Value City Managing Director Vera Chute says the amount had been collected through donations and pledges from people attending the event.
Chute says the final figure will be announced later.
She says Value City has been supporting WOWS Kids Fiji for several years, with its WOWS Kids Morning Tea and other in-house fundraising efforts raising more than $165,000 over the past three years.
She says Value City's latest staff fundraising campaign, held across its branches, warehouses and administration during August and September, raised $35,142.
Value City then added $10,000, bringing that particular fundraising effort to $45,142.
Chute says the figures are more than just money, as they represent people coming together to show that they care about children and families going through cancer.
She says hope is particularly important when a child is diagnosed with cancer because the diagnosis affects the entire family.
Chute also acknowledged Taholo and Sina Kami from Tonga, whose daughter Tae passed away after battling cancer.
She says Tae had expressed a wish to see a hospital for children affected by cancer, and her parents have helped carry that wish forward by supporting the work of WOWS Kids Fiji.
Chute says Tae's legacy continues through the children and families receiving support from WOWS.
She also acknowledged the WOWS KIDS board and team for being there for families during some of their most difficult moments.
WOWS Board Member Annabelle Ali also highlighted the importance of hope and early detection.
Ali says childhood cancer should not be treated as a curse and families should feel comfortable talking about cancer and seeking medical assistance.
She says early diagnosis and early detection are key and urged parents to take children to hospital when they notice signs that something may be wrong.
Ali says WOWS KIDS play a role in ensuring children diagnosed with cancer can reach hospital for treatment.
She says while a bus or taxi fare may seem affordable to some families, transportation costs can prevent others from reaching hospital.
WOWS therefore assists families with transportation and, where necessary, medical supplies when these cannot be provided by the hospital.
Ali also highlighted the emotional burden carried by parents, caregivers and extended family members.
She says WOWS has been placing greater focus on counselling and emotional support because families need someone to talk to during what can be an extremely difficult journey.
Ali says the support is also important for the WOWS team, who work with families every day.
She acknowledged the support from Value City and other partners and encouraged the community to continue supporting WOWS Kids Fiji.
The event also forms part of the Global Childhood Cancer Awareness Campaign, with supporters wearing gold to show solidarity with children and families affected by childhood cancer.
Chute says gold represents hope, courage and strength.
She also called on social media influencers and content creators to use their platforms to raise awareness about childhood cancer and the work of WOWS Kids Fiji.
She encouraged businesses to support the cause through fundraising, sponsorship, staff initiatives, services, expertise or simply helping spread the message.
Chute says support does not always have to be financial.
She says a conversation, a social media post, a donation or simply being there for someone can make a difference.
The morning tea also brought together children, parents, caregivers, corporate partners and WOWS supporters.
Among those present was Willie, a child from Vanuatu, who is currently out of hospital for a break before returning for further treatment.
Ali says stories like these show why continued community support is important.
The fundraising continues, with the final amount from today's WOWS Kids morning tea to be announced once all pledges have been received.
