Bliss and Pampers launch new animation to help families be involved in their babies’ care

Posted on November 17, 2020

Dad holding baby with baby gripping dad's finger

Bliss is delighted to be working with Pampers to help families on the neonatal unit to feel supported and connected to their baby even when they can’t be there in person

We know, more than ever, how important it is for parents to feel supported and connected to their premature or sick baby. But we also know there are many reasons why parents might not be able to be on the unit as much as they’d like.

That’s why we are delighted to be working with our long-term partner Pampers this World Prematurity Day to launch a new animation to help families on the neonatal unit make the most of their time with their baby.

The animation, which parents will be able to view on neonatal units via the vCreate platform, will help families feel confident getting involved in their babies’ care and help parents to understand how they might be feeling, what questions to ask and where they can find more support.

Over the coming weeks, Bliss will be asking families on its social media channels to nominate a neonatal unit to receive tablets and Wi-Fi dongles, funded by Pampers, to help parents stay connected to their baby - and access information including our new animation - when they can’t be there in person.

The animation is part of a series of initiatives being funded by Pampers to help families feel connected at this especially challenging time, when we know many families are facing restricted access to the neonatal unit.

Bliss Chief Executive said: “COVID-19 has meant neonatal units are facing new and unprecedented challenges in caring for premature and sick babies; with strict infection control measures in place limiting family involvement, it is feared that UK parents have missed out on thousands of hours of precious contact time with their baby. This early development time is key for premature and sick babies and so it has never been more important for us – with Pampers’ backing – to support families in the care of their tiny baby.”

New animation on getting involved in your baby's care

Find out how to make the most of your time on the unit with your baby, and how to help your baby to know your love, your touch and your care. This animation was produced with support from our partner, Pampers.

“I was fortunate to have amazing nurses encourage me to get involved. I was there for the nappy changes and to assist with changing his nasal cannula which helped me get to know my son.”

Nia, mum to a premature baby

Pampers will also be launching a new television ad on World Prematurity Day, during the Great British Bake Off on channel 4. This will launch the #PampersforPreemies campaign to provide their smallest premature baby nappies free of charge to units across the UK. These specially designed nappies help parents to feel confident getting involved in their baby’s changes – which is just one way of helping their baby to know their love, their touch and their care.

This year, Pampers is asking the nation to help donate in support of babies in neonatal care. For every pack of Pampers nappies and nappy pants purchased at Asda before 5 January 2021, Pampers will make a donation to Bliss to help give every baby born premature or sick the best chance of survival and quality of life.

Bliss has worked in consultation with Pampers to ensure the advert - which was filmed prior to the COVID-19 pandemic - reflects the realities of having a baby in neonatal care, and will raise awareness of the impact of having a premature or sick baby.

Find out more about how Pampers is supporting Bliss’ work for premature and sick babies at

If you find any of the content in the advert upsetting, please know that Bliss is here to listen and to provide support by contacting or visiting