Every year in the UK, 1 in 13 babies (around 60,000) are born prematurely[i], 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.
Since 2017, Pampers has donated hundreds of thousands of its Preemie Protection nappies to premature babies via UK hospitals, and now wants to spread the word further and increase the number of nappies donated.
With its new campaign, #PampersForPreemies, and in partnership with UK charity Bliss, Pampers will be rallying the nation to get involved and help donate Pampers Preemie Protection nappies to NICU wards in need. People can buy to donate – a nappy will be donated for every pack of Pampers purchased in ASDA until 7th January 2020. People can also share to donate – a nappy will be donated for every share of a post with #PampersForPreemies on Facebook, Instagram and Twitter. By including a ‘hand heart’ image in the social post, Pampers will donate £1 to Bliss on top of a nappy donation, to help raise awareness for the charity.
The 360 campaign #PampersForPreemies includes TV, OLV, social, in-store, OOH and influencer channels, to spread awareness of the core mission of the campaign—donation of Pampers’ smallest nappies to UK hospitals. The 60sec TV ad communicating the importance of sleep for preemie babies, will launch on Friday 22nd November on Gogglebox, at 9pm on Channel 4.
The ad 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 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.
Speaking of their involvement, Chris and his wife Sarra said: “When our son was born prematurely, we saw how much care and support was needed to help his early development. Having a nappy created especially for premature babies ensures a correct fit, improving comfort and ensuring their sleep is less disturbed. It’s also important for parents, making the tricky process of nappy changing within the incubators a little easier and will help reassure them during such a precious time.”
Commenting on the campaign, Emma Gerrard, Pampers Brand Manager said: “For more than 60 years, Pampers has been developing products which support the happy healthy development of babies. Rest and comfort is vital for those born premature and with the launch of our preemie nappy to help accommodate undisturbed sleep, we can now make sure we’re there to help every baby, from day one, including those born early. We continue to find new ways to innovate our premature nappies to ensure their unique needs are supported.”
Justin Irwin, Interim CEO of Bliss said: I’m delighted that Pampers are campaigning to raise awareness of such an important cause. It is crucial that premature babies’ sleep is as uninterrupted or undisturbed as possible and the design of this nappy helps with that. As a result of these nappies being donated to hospitals, more parents will feel confident about getting involved in their baby’s nappy changes and care.
Global Executive Creative Director: Rob Burleigh
Creative Directors (TV): Neil Richardson & Oliver Farrington Megan Diamond & Jenny Bond
Creative Director (OOH, Social & Instore): Kerry Sharpe
Global Planning Director: Lex Robinson
Account Team: Andrea Kenerly, Laura Etherington, Kat O’Donnell, Fama Diop
Executive Producer: Anne O’Neill
Project Manager: Sarah Burns
Designer: Suzie Foster
Consumer PR Team: Leigh Brimicombe, Melany Whitworth
Media Planners: Philippine Reys & Aigerim Meiramkulova
TV Production Company: Moxie Pictures
TV Director: Luke Franklin
TV Editor: Darren Baldwin @ Final Cut
TV Production Company Producer: Sue Caldwell
TV Post-Production Company: The Mill
TV Audio Post-Production Company: Patch Rowland @ Machine Sound
Pampers Northern Europe Brand Team: Fernando Bodalo (Director), Nicole Hallak, Emma Gerrard, Ania Bielecka
Source: Saatchi & Saatchi