To support sleep and development of premature babies, Pampers
launches an online platform to donate and home deliver their
Pampers Preemie Protection nappies to families of premature babies
for free, as they're currently only in 15%[1] of
neonatal units in the UK
LONDON, Nov. 17,
2023 /PRNewswire/ --
- Sleep is crucial for premature babies – they require up to 22
hours a day[2] to support their development.
- Vital medical interventions, sometimes up to 200 a
day[3], and regular activities like nappy changing, can
mean their sleep is often interrupted.
- Pampers Preemie Protection nappies provide up to 6h of leakage
protection and a customisable fit around medical leads to minimise
sleep interruptions.
- Currently, Pampers Preemie Protection nappies are available
free of charge in only 15%[1] of neonatal units in the
UK and via Asda pharmacies, which means many premature babies are
still in need of specially designed nappies.
- Pampers wants to make their Preemie Protection nappies
accessible to as many premature babies in the UK as possible, so
they can #sleeplongertogrowstronger & this year have launched a
NEW online platform, where parents and families can now order them
online and get them delivered to their home for FREE.
- This World Prematurity Day, Pampers is working with Footballer
and TV Personality Joshua Wright and his wife Hollie Wright whose son Dustin was born
premature at 28 weeks, to help improve awareness of the
availability of these nappies.
For premature babies, sleep is crucial to support their
development, with some needing up to 22 hours a day. This vital
sleep allows premature babies to catch up on the development they
would have when in the womb[4]. However, this sleep is
often interrupted due to much-needed medical interventions, which
can happen up to 200 times a day. In fact, research by Pampers has
shown that 46%[5] of premature babies had their sleep
interrupted by medical lines and equipment. It's therefore
important that premature babies' environment is set up to aid their
sleep as much as possible, whilst allowing for important
interactions such as vital medical interventions and regular
activities such as nappy changes.
The global study on prematurity also revealed that nearly 30% of
preterm babies' sleep was interrupted due to an ill-fitting nappy
or leakage[5]. A well-fitting nappy can therefore
contribute to the quality of a premature baby's sleep. Pampers
Preemie Protection nappies were developed with neonatal nurses and
parents to provide much needed comfort. Designed to fit around
medical lines and leads, the nappies aim to make nappy changing
easier for parents and nurses and support up to 6 hours of leakage
protection to help encourage a longer sleep whilst protecting
baby's delicate skin.
Since 2017, Pampers has donated 1 million Pampers Preemie
Protection nappies to UK hospitals and parents Despite this, only
15% of neonatal units are ordering them. This World Prematurity
Day, Pampers are partnering with Footballer and TV Personality
Joshua Wright and wife Hollie Wright
to continue raising awareness about the availability of these
nappies and will be launching a new online ordering platform for
parents and families. Joshua and Hollie, experienced the benefits
of Pampers Preemie Protection nappies first-hand with their son
Dustin, who was born at 28 weeks, earlier this year. The nappies
are available in three sizes, including Pampers' smallest nappy for
babies weighing as little as 1lb 1oz, & can be ordered to a
desired address for free at
https://www.pampers.co.uk/preemies-ordering-platform. The aim is to
ensure that as many premature babies as possible in the UK have
access to these nappies so that they can sleep longer to grow
stronger.
Joshua and Hollie recall those precious early days with Dustin
on the Neonatal Intensive Care Unit (NICU) and the importance of
sleep on his development. "When you look back at photos and
videos of Dustin at the time, he was always sleeping – we didn't
realise how much sleep a premature baby needed at the time but once
we realised it was important to his development, we tried to do
everything to ensure it was protected as much as possible. We were
lucky enough to have Pampers Preemie Protection nappies at Dustin's
NICU so it allowed us to be involved in important moments like
being able to change his nappy without waking him and hold him
skin-to-skin whilst he slept soundly. It was the reassurance we
needed to know he was comfortable. The fact that Pampers are now
making it even easier for families to access these nappies through
their new online platform is a brilliant development and something
we would have definitely made use of at the time. Easy access to
the right nappies for a premature baby gives parents the confidence
to have greater involvement in their care."
Claire Campbell, Neonatal Network
Care Coordinator says, "Working in partnership and
involving parents in their babies' care from the outset is so
important. Supporting parents to become confident in nappy changing
and caring for their preterm baby's needs in the NICU will help
prepare them for the hospital-to-home transition. This will enhance
the building of close and loving relationships with their baby and
wider family. Healthcare professionals, also work together
with parents to develop supportive sleep routines for their baby
whilst in the NICU and at home, which is vital to a new-born's
development"
The role of a good support network for parents and family
members is another important factor to ensuring the right
environment, as it can be beneficial for their mental health,
helping them feel less alone. Research also revealed parents felt
most supported by healthcare professionals including specialists
and midwives, as well as family and friends during their
prematurity journey[5]. This is why Pampers is
continuing to support long-standing charity partner Bliss, the UK's
leading charity for those born preterm and sick, and their Bliss
Champions service. It provides on-the-ground emotional support to
parents on the NICU at a time they need it most.
Dustin's grandparents, Carol and Mark Wright Snr have shared the
importance of support during this time, "It was a different
experience for us with Dustin as we weren't able to be with him or
Joshua and Hollie 24/7 during their time at the NICU. It was
through special moments like facetiming and buying clothing to take
to the hospital that we felt we were able to help. Knowing that
they had support available to them when we couldn't be there was so
reassuring and why the work that Bliss Champions do is so
needed."
To find out more about sleep, it's role for premature babies,
and the Wright family's own story, visit:
https://www.youtube.com/watch?v=N-W85gfkhjM.
If you'd like to help raise awareness this World Prematurity
Day, then you can show your support too. For every Pack of Pampers
nappies and nappy pants purchased from Boots between Nov 11th 2023 and Jan 7th 2024 and from ASDA between Nov 8th – Nov
28th 2023, Pampers will donate 1 premature nappy
to premature babies in the UK (T&Cs apply). Please visit
https://pampersforpreemies.pampers.co.uk/ for more information.
www.facebook.com/PampersUKIre
Instagram:@PampersUK_IRE
Twitter:@Pampers_UK
Imagery, Video and B-Roll in the following
link.
PRESS CONTACTS:
Isobel.wilson@pgone.co.uk
About Pampers®
At Pampers, we believe in
the power of working together - with parents, experts and our
valued partners - to make babies' world better, today and in the
future. That's why, for more than 50 years, parents have trusted
Pampers to care for babies' happy, healthy development. Pampers is
a part of The Procter & Gamble Company (NYSE:PG) and is the
#1-selling nappy worldwide. Every day, more than 25 million babies
in 100 countries around the world wear Pampers. Pampers offers a
complete range of nappies, wipes and training pants designed to
provide protection and comfort for every stage of baby's
development. Visit www.pampers.co.uk to learn more about Pampers
products, our latest innovations and for a chance to win
rewards.
Pampers, together we make babies' world better.
About Procter & Gamble
P&G serves consumers
around the world with one of the strongest portfolios of trusted,
quality, leadership brands, including Always®, Ambi Pur®, Ariel®,
Bold®, Braun®, Daz®, Fairy®, Febreze®, Gillette®, Head &
Shoulders®, Herbal Essences®, Lenor®, Olay®, Oral-B®, Pampers®,
Pantene®, Tampax®, Venus® and Vicks®.
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Beyond our Purpose, Values & Principles, the foundation on
which P&G was built and our guiding force for over 180 years,
we aspire to be a force for growth so that we can be a force for
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citizenship priorities, we want to build a better world for all of
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About Bliss
Bliss exists to give every baby born
premature or sick in the UK the best chance of survival and quality
of life. We champion their right to receive the best care by
supporting families, campaigning for change and supporting
professionals, and enabling life-changing research. Bliss was
founded in 1979 by a group of concerned parents who discovered that
no hospital had all the equipment nor the trained staff it needed
to safely care for premature and sick babies. Determined to do
something, these volunteers formed a charity to give vulnerable
babies the care they deserve. More than 40 years later, Bliss has
grown into the leading UK charity for the 90,000 babies born
needing neonatal care every year.
Registered charity no. 1002973
[1] Based on the total number of neonatal units in
the UK ordering Pampers Preemie Protection nappies, 2022
[2] Timothy Yao, M.D.,
Neonatologist at Doctors Medical Center in Modesto, California
(https://www.romper.com/p/how-much-should-preemie-babies-sleep-probably-a-lot-more-than-you-think-experts-say-18724615)
[3] Murdoch D et al. Handling during neonatal
intensive care. Archives of Disease in Childhood. 1984. 59:
957-961
[4] Mahmoodi N et al. Nurses' Awareness of Preterm
Neonates' Sleep in the NICU. Global Journal of Health Science.
2016. 8 (6): 226-23
[5] Pampers Prematurity Global Thought Leadership,
2023
Video - https://www.youtube.com/watch?v=N-W85gfkhjM
Photo -
https://mma.prnewswire.com/media/2279445/Joshua_and_Hollie_Wright_Nappy_in_hand.jpg
Photo -
https://mma.prnewswire.com/media/2279446/Mark_Snr_Carol_Hollie_and_Joshua_Wright.jpg
Photo -
https://mma.prnewswire.com/media/2279447/Joshua_Hollie_and_Carol_Wright.jpg
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