Pampers

Pampers continues to create initiatives to tackle new challenges to keep premature and sick babies connected to their families despite the COVID-19 pandemic, particularly supporting World Prematurity day. At Bliss we know, now more than ever, how important it is for parents to feel supported and connected to their premature or sick baby.

Pampers launched a new animation in lockdown to help families on the neonatal unit make the most of their time with their baby. Pampers also funded Wi-Fi dongles, to help parents stay connected to their baby.

Earlier this year Pampers ran a promotion where for every pack of Pampers nappies and nappy pants purchased at Asda, Pampers made a donation to Bliss to help give every baby born premature or sick the best chance of survival and quality of life.

Pampers also continue donating its Preemie Protection Nappies to hospitals in need, providing premature babies with the skin comfort needed for their delicate skin during those critical stages of their development. These nappies are Pampers’ smallest offering and have been specially designed to fit and protect the delicate skin of babies weighing as little as 1.8lb (800g).

Caroline Lee-Davey, Chief Executive of Bliss, 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.”

Ian Morley, Vice President of Sales, P&G UK, Ireland and Nordics said: “Since 2017 we have donated hundreds of thousands of our Preemie Protection nappies to hospitals. As a father to two girls that were born prematurely, I know how challenging prematurity can be when you want to be part of your little ones journey in the very early days after their birth. With these feelings compounded by Covid-19 restrictions, it has never been more important for us to lend a helping hand in caring for premature babies and making parents’ neonatal experience a positive one.”