In a viral TikTok video, DeNaesha Gonzalez found a purse left behind in a Target baby aisle and saw more than just an unpurchased item—it was a powerful symbol of parental sacrifice. Her post resonated with millions, sparking a trend where people began hiding gift cards and money in baby products for struggling parents to find and using #SheDeservedThePurse to show their support. The gesture captured the deep sacrifices many parents, especially those facing financial strain, make to provide for their children. It also opened a much-needed conversation about the invisible struggles of parenthood and the guilt parents often feel when they put their own needs aside.
#SheDeservedThePurse
This story closely mirrors the experiences of ALICE (Asset Limited, Income Constrained, Employed) families. ALICE households are working families that earn above the federal poverty line but still struggle to cover basic necessities such as housing, childcare, and healthcare. Much like the parents in the viral videos, ALICE families frequently make hard choices, sacrificing their own needs so their children can thrive.
United Way’s Support for ALICE Families
At United Way of Central Illinois, we see these sacrifices firsthand. Parents in ALICE households work multiple jobs, often in essential roles, yet their income isn’t enough to cover basic living costs. They face tough decisions daily: Do they buy groceries or pay rent? Do they splurge on a small luxury for themselves or put that money toward bills? These are the choices that weigh on the hearts of millions.
United Way stands with ALICE families, offering support through programs that provide much-needed relief and hope. Our initiatives focus on increasing access to resources like affordable childcare, financial literacy programs, and healthcare services, helping families break free from the cycle of constant financial pressure. By investing in these areas, we aim to create a more equitable future where parents can meet their needs without sacrificing their well-being or their children’s success.
How You Can Help
The viral trend of hiding gift cards and money for struggling parents offers a touching reminder that small acts of kindness can make a big difference. At United Way, we encourage our community to get involved and support ALICE families in tangible ways. Whether it’s through donations, volunteering, or participating in initiatives like our Dine United or Day of Action, your contribution can ease the burden for parents trying to give their children a better future.
For ALICE families, the struggle is real, but with a strong community behind them, their sacrifices do not go unnoticed—and their dreams for a brighter tomorrow become possible.
Join United Way of Central Illinois as we continue to support those who work hard, give all they have, and still need a little help. Because every parent, every family, deserves more than just survival. They deserve a chance to thrive.
