HAVAS Red Middle East Partners with Pampers on Preemie Campaign

Highlighting World Prematurity Day 

With 1 in 10 babies born prematurely, this campaign, timed to coincide with World Prematurity Day on November 17th, 2024, aims to raise awareness about the challenges faced by premature babies and their families. Pampers is committed to taking proactive steps to ensure these infants receive the care they deserve. 

Pampers’ Commitment to Support and Education 

As part of this initiative, Pampers will donate 110,000 AED to Al Jalila Foundation to support premature birth in the UAE. This donation will be used to raise awareness and spread education about premature birth across the country. 

Lullabies for Preemie Babies & Parents 

Pampers has created a special book, Lullabies for Preemie Babies & 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. Additionally, the preemie rhymes is available on Spotify, Apple Music, Anghami, and YouTube Music allowing parents to listen and enjoy them. 

Pampers Supports World Prematurity Day Event  

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 & 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.

Collaborations with Nawal El Zoghby 

Pampers has collaborated with superstar Nawal El Zoghby, podcaster Hikmat Wahbi, and a well-known medical doctor to create a special podcast episode. 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 at Union Coop Stores  

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, emphasizing that every purchase contributes to providing essential resources for premature babies. 

Museum Display to Educate the Community 

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. This installation aims to educate the community on the unique needs of preemies and inspire support for the cause. 

Influencer Collaboration 

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. 

Statements from Senior Leaders 

Hossam Nassef, Sr. Director of Pampers stated, “This World Prematurity Day, 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. 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.”  

Dr. Suhail Al Bastaki, Chief Community Relations Officer at Union Coop, stated that the cooperative has prioritized 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 organized 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. 

Join Us in Making a Difference 

Pampers invites the community to join this heartfelt campaign to support premature babies in the UAE. Together, we can make a significant impact and provide the care and resources needed for these tiny fighters to thrive. 

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