Pampers' premature presents

Pampers pairs up with UK charity Bliss and the parents of premature babies in their heartfelt new campaign, #PampersForPreemies - a push to give back to the NICU wards that take care of newborns and their families. 

This touching campaign, created by Saatchi & Saatchi London, helps to encapsulate the brand’s mission and bring awareness to the hospitals that help preemies, as well as making the point of how vital a good fitting nappy is for a baby, especially ones so tiny. 

The documentary spot, Sleep is Everything, shot with a caring eye by Moxie's Luke Franklin, features eight preemies in NICU wards nodding off to sleep surrounded by family.

From now until January 7th, for each pack of Pampers bought at ASDA, the brand will donate a Pampers Premature nappy to one of the many wards in need.

“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,” said CEO of Bliss, Justin Irwin. “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.”