PampersForPreemies (in partnership with UK charity Bliss) are rallying the nation to get involved and help donate Pampers Preemie Protection nappies to NICU wards in need this Christmas.
Every year in the UK, 1 in 13 babies (around 60,000) are born prematurely, and need specialist care to support their early development – including a nappy. Sleep is important to support the physical and emotional development of premature babies, which is why, in 2017 Pampers created the smallest ever nappy, design to help minimise disruption to babies’ sleep. Offering a customised fit, the Pampers Preemie Protection nappies are specifically designed for the littlest of babies to support uninterrupted sleep.
The 60sec #PampersForPreemies TV ad communicates the importance of sleep for preemie babies and features 8 real premature babies and their families. It was shot in the Neonatal Intensive Care Unit at Princess Ann Hospital, Southampton with the support of their wonderful staff and Bliss.
The 360 campaign also includes OLV, social, in-store, OOH and influencer channels, all of which spread awareness of the core mission of the campaign—donation of Pampers’ smallest nappies to UK hospitals. The brand has also teamed up with Olympic Cyclist Sir Chris Hoy and his wife Lady Sarra, who are themselves parents of a premature baby, and have experienced first-hand the importance of having a nappy available to properly support premature babies’ needs.