A fresh chapter in Pampers’ legacy of caring
for premature infants, more than 40,000 books will be provided to
March of Dimes NICU Family Support programs across the U.S.
More than 380,000 babies—1 in 10—are born preterm in the U.S.i
and many of these littlest fighters require extra help from the
start. In honor of World Prematurity Day, Pampers is partnering
with March of Dimes to bring 40,000 books and educational resources
to NICUs across the country, as part of its ongoing commitment to
care for the happy, healthy development of every baby.
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As a continuation of the Pampers Bright Beginnings Reading
initiative announced last month, Pampers will provide more than 65
March of Dimes NICU Family Support® programs with books and helpful
reading tips to bring awareness of the developmental benefits of
reading to babies from the very beginning. Through their
longstanding partnership, Pampers and March of Dimes will work
together to reach more than 35,000 families annually.
"March of Dimes NICU Family Support® is thrilled to be
partnering with Pampers Bright Beginnings to bring the joy of
reading into NICUs across the nation," said Heather Reimer, Senior
Director, NICU Initiatives, March of Dimes. "We know how vital
early reading is for our littlest fighters, so being able to
provide NICU babies and their families with a way to help create
moment of bonding and development is such a privilege. We look
forward to continuing our longstanding partnership with Pampers and
making a difference in the lives of thousands of families
together."
Studies show that infants admitted to the NICU are at an
increased risk for neurodevelopmental deficits due to prematurity
or illness, poor language exposure as well as impaired
parent-infant bonding. Reading aloud to babies, beginning from
birth, can mitigate this issue. Dr. Viral G Jain, MD, FAAP, a
physician-scientist, neonatologist and Assistant Professor in
Pediatrics at the University of Alabama at Birmingham, and a member
of Pampers’ Bright Beginnings Advisory Council, recently conducted
a large-scale studyii to support this notion. He found that when
parents were shown by a healthcare professional how to read with
their baby, it doubled the number of parents reading to their
babies while in the NICU. Benefits were especially strong among
parents who did not themselves enjoy reading aloud, who are at high
risk for lower reading frequency and quality, and in turn lower
language exposure. These parents were five times more likely to
read in the NICU and three times more likely to continue reading
aloud at home. These improvements in reading behaviors were likely
mediated by reduced parental stress, enhanced bonding between
parent and baby and positive parent-infant interactions.
“Reading to baby for even fifteen minutes a day can make a
lasting impact on their brain development, especially during the
first few months of life when babies are developing key areas of
the brain,” said Sarah Pasquinucci, Senior Communications Director,
P&G North America Baby Care and mother of two. “Reading to a
baby from birth is not only vital to their development, but it’s
also a meaningful activity that promotes quality time and bonding
between baby and parent. That’s why we’re honored to be partnering
with March of Dimes to bring books and educational resources
directly to NICU families, so they can experience the joys of
reading with baby from the very beginning.”
Pampers and March of Dimes continue to evolve their partnership
to find new ways to support the healthy, happy development of
babies. Earlier this year, March of Dimes assisted Pampers during
the review process after Pampers announced it would be donating
$400,000 in NICU Connectivity Grants to select hospitals throughout
North America to help keep families connected when it matters
most.
Due to the COVID-19 pandemic, many hospitals were forced to
restructure their family presence protocols, resulting in a
reduction of in-person time for many families and their loved ones
in the NICU. With the help of Pampers’ donation, select eligible
hospitals across North America have been able to acquire the
resources and capabilities they need to keep families and babies
connected when it matters most. The addition of these resources,
including technology like cameras and tablets, has allowed parents
to talk, read, sing and stay connected to their baby every day,
even when they cannot be physically together.
“The use of this technology has made a world of difference for
our families who have had to be separated during this COVID
pandemic,” said Kristin Chipoco, Nurse Manager at White Plains
Hospital, a selected grant recipient. “During the height of the
pandemic one of our babies was separated from both of their parents
due to the parents testing positive for COVID. Over the course of
the next two weeks these parents were able to see and interact with
their babies using Facetime. In addition, the parents were able to
virtually see and meet the nurses who were caring for their baby
each and every day. This technology allowed a bond to grow and
foster between both these parents and their babies and the nursing
staff involved, even though the parents were never allowed to set
foot in the NICU. This technology helped ease some of the fear and
anxiety of these brand new parents who had a baby admitted to NICU
during such an already stressful period.”
Pampers believes a baby’s earliest days are essential towards
shaping a bright beginning and is committed to supporting their
happy, healthy development from the start. Through the Bright
Beginnings initiative, Pampers is proud to continue to serve babies
and their families by removing barriers that hinder early success
and development and enhancing access to tools and resources to
ensure the success of generations to come.
To learn more about Pampers Bright Beginnings and its upcoming
initiatives or how you can get involved, please download the
Pampers App or visit Pampers.com.
About Bright Beginnings
At Pampers, caring for babies is more than just our purpose,
it’s in our DNA. We believe a baby’s earliest days are essential
toward shaping a bright beginning, and are committed to supporting
their happy, healthy development right from the start. Through the
Pampers Bright Beginnings program, we serve babies and their
families by removing barriers that hinder early success and
development, and enhancing access to resources, tools and support.
For more information on the Pampers Bright Beginnings program,
visit Pampers.com
About Pampers®
For more than 50 years, parents have trusted Pampers to care for
their babies. Pampers is a part of The Procter & Gamble Company
(NYSE:PG) and is the #1-selling diaper worldwide. Every day, more
than 25 million babies in 100 countries around the world wear
Pampers. Pampers offers a complete range of diapers, wipes and
training pants designed to provide protection and comfort for every
stage of baby’s development. Visit www.pampers.com to learn more
about Pampers products, join the Pampers Club program, and find
ideas and information to help you and your baby ‘love the change’
together.
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®, Bounty®, Charmin®, Crest®,
Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head &
Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®,
Tide®, Vicks®, and Whisper®. The P&G community includes
operations in approximately 70 countries worldwide. Please visit
http://www.pg.com for the latest news and information about P&G
and its brands.
i March of Dimes Report Card marchofdimes.org/reportcard ii Jain
et al. A city-wide structured book sharing program enhances reading
behavior in high-risk NICU infants. EPAS2020. 2245.1
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P&G Baby Care Communications Laura Dressman, 513-482-0619
Dressman.lp@pg.com
or
MSLGROUP (for Pampers) Samantha Perez, 818.606.0129
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