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Did you know that 1 in 10 babies is born prematurely? To raise awareness about the challenges these babies and their families face, Pampers has launched a truly special campaign titled 'Joy Has Come Early.'

This special campaign was strategically launched to coincide with the World Prematurity Month. It aims to deliver comfort through the soothing power of music and provide valuable information to parents.

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 Arabia 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 all the streaming platforms (Spotify, Apple Music, Anghami, and YouTube Music etc.) allowing parents to listen and enjoy them.

But that’s not everything. Pampers will be running a campaign at Union Coop stores across the UAE where each Pampers purchase will support preemie babies in the UAE. 

On top of this, 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.

Other notable collaborations have taken place to raise extra awareness. Like the collaboration with renowned Lebanese singer Nawal El Zoghby, podcaster Hikmat Wahbi, and a well-known medical doctor to create a special podcast episode. The podcast aims to bust myths about premature birth, and celebrate World Prematurity Day.

Other collaboration with influencers, namely Caroline Stansbury, Eljammi Gozzali, Annabell Newman and Gina Mayaah, have been made so they can share valuable information, personal stories, and the significance of supporting preemie babies through their platforms.

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.

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." 

It is safe to say that this initiative underscores Pampers' commitment to the well-being of all babies, especially the tiniest fighters who need extra care and attention.