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Richmond University Medical Center’s Project LAUNCH Gets Kid’s Clothing Donation with a Purpose

July 23, 2021

Local business donates clothing that celebrates diversity and the beauty of what makes people different

July 23, 2021 – Staten Island based children’s clothing business, PEACH+BLUP, donated over 100 baby onesies for distribution to families receiving healthcare services through Richmond University Medical Center’s Project LAUNCH (Linking Actions for Unmet Needs in Children’s Health) program. The program, which started in 2019 and is available to residents on the north shore of Staten Island, promotes the wellness of young children ages birth to 8 by addressing the physical, social, emotional, cognitive, and behavioral aspects of their development.

“Thank you to PEACH+BLUP for thinking of our Project LAUNCH families,” RUMC President and Chief Executive Officer, Daniel J. Messina, PhD, FACHE, said. “Since Project LAUNCH began three years ago, many families have been benefiting from the services this one of a kind program offers and their children are getting increased access to critical physical and behavioral healthcare services right in their own community.” 

The donated onesies feature bold, vibrant colors and depict a different “critter” that reflects the diversity of our world. According to PEACH + BLUP owner Danielle Schau, who founded the company with her husband, Lawrence, the “critters” are the creation of her uncle and their look has changed over time.

“Growing up with a disabled uncle taught us to look past what is on the outside and love from the heart,” Schau said. “My uncle taught us that creativity, love, and uniqueness is what happiness is about. From a young age he has been drawing different variations of ‘critters.’ Looking at how unique each critter’s characteristic is drew us to want to celebrate individualism and creativity.”

The onesies range in size from newborn to 24 months, are individually wrapped for safety and health precautions, and delivered directly to PEACH+BLUP from the factory. The onesies will be distributed by Project LAUNCH staff to families enrolled in the program.

“Some days we might feel sad, scared, or frustrated, but here at PEACH+BLUP we want to show kids that they can create a different mindset of becoming happy, brave, or just plain silly through the expression of art,” Schau said. “We want to continue to teach kids to lead with love and kindness in hopes other kids will reflect and follow suit.”

Project LAUNCH is a federal initiative created by the National Center for Healthy Safe Children and funded by the Substance Abuse and Mental Health Services Administration (SAMHSA). The program prepares children for success in school through a variety of activities including improving coordination and collaboration among available resources serving children; increasing access to quality, evidence-based programming for children and their families; and providing comprehensive prevention, wellness, and physical/behavioral health services directly to the children and their families. RUMC was among a select group of grant recipients for Project LAUNCH, a highly competitive nationwide program with only 12 other grantees at any given time.

“We are deeply appreciative to Danielle and her company for their donation,” RUMC’s Assistant Vice President for Behavioral Health Services Joanne Pietro, RN, said. “We look forward to sharing their gift with our young families who are in need and who will benefit from this generous donation.”

Project LAUNCH is headquartered at 669 Castleton Avenue on the campus of Staten Island Mental Health Society, a division of RUMC. For more information on Project LAUNCH eligibility and how to receive services, call 718-442-2225 ext. 157 or visit To contact PEACH+BLUP, call 917-636-3021.

Members of the Project LAUNCH team display the donated baby onesies along with their designer Danielle Schau (right side, holding yellow onesie).
The onesies (above) donated by PEACH + BLUP will be distributed to Project LAUNCH families and are sized to fit infants from newborns to 24 months.