Little Fighters has been created by Pampers and Saatchi & Saatchi London to mark the launch of its Preemie Protection nappies for premature babies. Championing the most vulnerable babies as powerful fighters, the campaign aims to drive awareness of its smallest nappy yet — made especially for the tiniest premature babies.
The TVC was filmed at Southampton Hospital in their Neonatal Unit. Nine real families and their premature babies were followed and filmed, including the staff of the hospital, catching the true essence of what it’s like for both baby and family from birth to their journey home.
The initiative forms part of Pampers ongoing commitment to help every baby’s happy, healthy development and part of the ‘The Power of Babies’ campaign which centres around the belief in the amazing power of babies. In the case of premature babies, they have the power to fight against the odds.
Approximately 1 in 11 babies (60,000) are born prematurely in the UK every year and due to advances in medical science, survival rates are increasing. The new product inception came as a result of an in-depth study, spanning three continents, in which nurses told Pampers that nappies currently available do not fit the smallest babies and are often cut and folded to size.
Pampers Preemie Protection nappies are designed to minimise disruption to help with sleep, positioning, and medical care for premature babies. Regular newborn nappies currently used by Neonatal nurses have a wide core that can push baby’s legs apart, not allowing baby’s hips and legs to rest comfortably, which 99% of nurses agree disrupts healthy growth and development.
In addition to the launch, Pampers have partnered with UK charity, Bliss, to help further support the littlest fighters in Neonatal Units across the country and also for those who care for them. Not available for consumer purchase, Bliss will help get nappies to the babies that need them by initially partnering with a limited number of hospitals across the country, before rolling out nationwide to all UK hospitals from summer 2017. Pampers aim is to supply free preemie nappies to every premature baby in the UK through a donation of 3 million nappies to hospitals over the next year.
The happy and healthy development of every baby, including the tiniest little fighters, is our priority, that is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge” said Ian Morley, Commercial Director at P&G. “It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies. As a parent of two preemies myself, I am extremely proud that we have created a nappy which meets the very unique needs of premature babies and those that care for them”.
Rob Burleigh, global executive creative director Pampers at Saatchi & Saatchi added, “‘This tiny nappy is the ultimate expression of Pampers’ commitment to care for every baby.”
The 60” and 30” films will run on TV until October with the rest of Europe launching this July. The integrated campaign will also roll out in print, social with a targeted consumer PR strategy.
The Size P3 nappy is suitable for babies weighing as little as 500g and is three sizes smaller than a regular newborn nappy. The new Preemie Protection range also includes P1 and P2 sizes.
As part of the campaign Pampers are asking parents to share images of their newborns with a clenched fist on social media in order to show the fighting spirit of babies. For every #powerofbabies image shared, Pampers will donate £1 to Bliss.