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

Bliss is continuing to work with our long-term partner, Pampers, to support parents with the resources they need to help them feel more involved in their premature or sick baby’s hospital care.

This World Prematurity Day, Pampers has launched initiatives to tackle new challenges to keep premature and sick babies connected to their families despite the COVID-19 pandemic. 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. That’s why we are delighted 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. The short video helps you to know what questions to ask, which of your baby’s cares you might be able to get involved with, and where to turn for more support.

Pampers will 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.”

This year, Pampers is asking the nation to help donate in support of families of premature babies. For every pack of Pampers nappies and nappy pants purchased on between 14/11/20 - 05/01/21 and in Asda stores between 09/12/20 - 05/01/21, Pampers will make a donation to Bliss to help these tiny babies have the best possible start to life.