Pampers has launched its Preemie campaign dedicated to raising awareness and providing financial support for premature babies and their families in the UAE.
Committed to the well-being of all babies, especially the ‘tiniest fighters who need extra care and attention’, the brand has partnered with Union Coop and Al Jalila Foundation. Pampers has revealed that it will donate AED 110,000 to Al Jalila Foundation to support premature birth in the UAE. The donation will be used to raise awareness and spread education about premature birth across the country.
With 1 in 10 babies born prematurely, this campaign, timed to coincide with World Prematurity Day on 17 November 2024, raised awareness about the challenges faced by premature babies and their families.
Commenting on World Prematurity Day, Hossam Nassef, Senior Director of Pampers, said, “Pampers continue to help raise awareness of preterm birth and the concerns of preterm babies and their families. We are deeply committed to supporting all babies and their families, particularly those who face the unique challenges of premature birth.
Nassef added, “This campaign in UAE is a testament to our dedication to providing the best care and raising awareness about the needs of preemies. We are pleased to collaborate with Al Jalila Foundation, Union Coop UAE, and our esteemed partners to make a meaningful impact.”
Lullabies for Preemie Babies and Parents
Pampers has also created a special book, Lullabies for Preemie Babies and Parents, to celebrate the journey of preemies and offer comfort to their parents.
This book reimagines nursery rhymes to reflect the experiences of premature babies and will be distributed both physically and as an e-book to influencers, parents, hospitals (Dubai Hospital and Latifa Hospital), and Union Coop stores.
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Additionally, the preemie rhymes is available on Spotify, Apple Music, Anghami, and YouTube Music allowing parents to listen and enjoy them.
Influencer collaborations to support Preemie awareness
Pampers has collaborated with influencers, Caroline Stansbury, Eljammi Gozzali, Annabell Newman and Gina Mayaah to spread education and raise awareness online about premature birth ahead of World Prematurity Day. These influencers will share valuable information, personal stories, and the significance of supporting preemie babies through their platforms.
Pampers has also collaborated with superstar Nawal El Zoghby, podcaster Hikmat Wahbi, and a well-known medical doctor to create a special podcast episode.
@hikmatwehbi In their latest campaign, @pampersarabia made things easier for preemie parents around the world by introducing the Pampers preemie diaper. Preemie diapers weren’t a thing when @nawalelzoghbi gave birth to her premature twin boys, which led to complications on top of the already challenging journey of getting preemie babies to good health. Head to Union Coop from now til November 17, with 1 Pampers pack = help support premature babies. P&G will donate to Al Jalila Foundation to support Premature birth in UAE. Check out the full episode on our YouTube channel #hikmatwehbipodcast في حملتهم الجديدة، @pampersarabia سهّلوا الأمور على أهالي الأطفال الخدج حوالي العالم، كونهم ابتكروا حفاضات مخصّصة للأطفال المولودين قبل موعدهم. الحفاضات المخصّصة للخدج ما كانت موجودةً عندما أنجبَتْ @nawalelzoghbi طفليها التّوأم قبل موعدهما، ممّا زاد من تعقيد رحلتها الصّعبة في الرّعاية بطفليها. توجهوا إلى تعاونية الاتحاد من الآن وحتى 17 نوفمبر، مع كل عبوة بامبرز يتم شراؤها = دعم للأطفال المبتسرين. ستقوم شركة P&G بالتبرع لمؤسسة الجليلة لدعم الولادة المبكرة في الإمارات. شاهِدوا الحلقة الكاملة على قناتنا في اليوتيوب حكمت_وهبي_بودكاست
In this episode, Nawal shares her personal story as a mom of preemie babies. The podcast aims to raise awareness, bust myths about premature birth, and celebrate World Prematurity Day.
Campaign collaboration with Union Coop
Pampers will be running a campaign at Union Coop stores across the UAE where each Pampers purchase will support preemie babies in the UAE.
The campaign features an in-store display showcasing the new Pampers Preemie diapers, emphasising that every purchase contributes to providing essential resources for premature babies.
Dr. Suhail Al Bastaki, Chief Community Relations Officer at Union Coop, stated that the cooperative has prioritised in its annual plans the launch of CSR initiatives aimed at supporting various segments of society.
This campaign is part of these initiatives, focusing on preterm infants and supporting their families during the treatment period. He highlighted the importance of the campaign, which was organised in collaboration with Pampers in the cooperative’s branches, to raise awareness of preterm infants and support them in contributing to the creation of a healthier and stronger society.
To raise awareness about premature birth, Pampers has created a captivating, museum-style glass cube display at Union Coop Barsha Store from November 17th. The display features a tiny preemie diaper illuminated at its center, with powerful messages engraved on each side.
The installation aims to educate the community on the unique needs of preemies and inspire support for the cause.
Preemie connections, community and celebrations
In honor of World Prematurity Day, Pampers joined Small and Mighty Babies and TwinsPlus Arabia for a heartwarming event at Nad Al Sheba Park, where families gathered to connect, share their stories, and celebrate the strength of preemie families.
As part of this special morning, Pampers distributed copies of their Lullabies for Preemie Babies and Parents book to parents, allowing them to share lullabies and connect through the soothing power of music.
This gesture provided an opportunity for preemie parents to express their love and support in a unique way while reinforcing the importance of community and care for the smallest, yet mightiest, members of society.
CREDITS:
Client: Pampers
Agencies: Havas Middle East and Havas Red
Music Production: Vox Haus
