16 November 2021
As we start to return to a world where we can enjoy physical connections with family and friends, the power of touch has never been so important in making us feel loved and cared for.
Touch is the first sense a baby develops and is vital for helping them connect to the outside world. But when a baby is born too soon, so is their skin.
For the 1 in 13 babies born prematurely in the UK, their skin can be up to 2x thinner than that of a full-term baby’s. From comfort holding to a nappy change, every touch can feel huge to a preemie baby, and it plays a crucial role in their early development and parental bonding.
This World Prematurity Day, Pampers, in partnership with Bliss, the UK's leading charity for babies born premature or sick, is shining a light on the importance of touch for preemie babies. During their babies’ critical first days and weeks of life on a neonatal unit, parents may not be able to touch or hold their baby as much as they want to.
We know that having a baby in hospital can be hugely challenging for families. A study by Pampers found that 41% of parents said their neonatal experience impacted their mental health, whilst 63% of parents felt that not being able to touch or hold their baby as much as they wanted to impacted their ability to bond.
These feelings continued when parents returned home with their baby, with over a third of parents saying they were too nervous to hold their baby because they were still so small and 32% of parents also struggled to find the right size of nappy for their baby.
Pampers aims to help all babies have the best possible start in life, including babies born early. Pampers Preemie Protection nappies are up to three times smaller than a regular newborn nappy and have been specially designed to be extra gentle on preemie babies’ delicate skin as they continue to develop.
Pampers continues to donate these nappies to neonatal units in hospitals across the UK, and they are now also available to parents and families of preemie babies, free of charge, through ASDA pharmacies.
This Prematurity Awareness Month and beyond, you can help Pampers to continue to touch the lives of babies in need and ensure their skin is protected too. For every share of #PampersForPreemies on Twitter or Instagram between 17th November 2021 and 30th November 2021, Pampers will donate to Bliss to support families of premature or sick babies.
Additionally, for every pack of Pampers Nappy or Nappy Pants purchased on Asda.com between the 11th November and 29th December 2021 or in participating Asda stores between the 8th to 29th December 2021, Pampers will donate 1 nappy to a baby in need through their partnership with the charity In Kind Direct.
For more information, visit: https://www.pamperssquad.co.uk/uk/pampers-for-preemies