Pampers for Preemies

Pampers, the nappy brand, took their purpose of ensuring the happy and healthy development for every baby to premature babies in India.

Campaign details

Agency: 20:20 MSLBrand: Pampers

Situation Analysis

India sees the highest number of premature baby births in the world (approximately 3.5 million every year, According to Born Too Soon: The Global Action Report on Preterm Birth). While the survival rates are increasing due to improvement in access to neonatal healthcare, they need special care to overcome their challenges.

Currently in most hospitals across India, diapers meant for full term babies are cut into smaller sizes and used on the premature babies due to non-availability of specialized diapers. Larger diapers do not allow the smaller...

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