Pampers' Seventh Year of Onward Preemie Babies Campaign to Join Hands with PARKnSHOP to Provide the Tiniest Diaper with the Most Loving Touch

Babies' safe arrival and healthy growth is the biggest hope for every family and parent. However, in Hong Kong, the annual premature birth rate remains at 7-10%. Premature babies, whose bodily functions are not yet fully developed, require double the professional care and treatment compared to full-term infants. As we approach World Prematurity Day on November 17, P&G Hong Kong’s brand Pampers will collaborate for the seventh consecutive year with the Hong Kong Hong Kong Council of Early Childhood Education and Services (HKCECES)to launch the "Premature Baby Care" initiative, with full support from ParknShop, from October 25 to November 21. This initiative aims to harness consumer power to provide free diapers for families with premature babies until they reach full term. Through these small diapers for premature babies, we hope to carry parents' endless love and support every family with a premature baby during their most critical moments.

Premature Babies Need Care: Parents Convey Love Through Diapers

Newborns' skin structures are not fully developed at birth, making their skin much thinner than that of adults. Premature babies are even more vulnerable; some may have semi-transparent skin and require careful protection. These fragile premature infants need around-the-clock medical monitoring and are often covered with life-support equipment, making diaper changes more cautious and time-consuming. Regular newborn diapers do not meet the size and feel requirements of premature babies, and such diapers are also hard to come by in Hong Kong. Mr. Wong recalls that his daughter was only 800 grams at birth, and her body was as soft as cotton. He could only have close contact with her during diaper changes: "The first time I saw my daughter wearing a regular-sized diaper, it was so big it covered her chest! I realized I needed premature baby diapers. I wanted to take good care of her, and this program allowed me to convey my care through a properly fitting, comfortable diaper."

"Onward Preemie Babies" Supports Nearly 3,000 Families

Pampers is fully committed to ensuring infants' and toddlers' healthy and happy growth. The small size of the diapers fits premature babies, and the materials are softer, providing the most delicate care for their fragile skin and conveying deep parental love. Since 2018, Pampers has launched the "Onward Preemie Babies" program in collaboration with HKCECES every year on World Prematurity Day, November 17, donating free diapers for premature babies to HKCECES. Families with premature babies can apply for diapers free of charge until their baby reaches full term. To date, nearly 3,000 families have been supported! This year marks the seventh year of the program, and during the event period (October 25 to November 21, 2024), every purchase of Pampers products totaling $799 or more from PNS online shopping will result in a donation of premature baby diapers* and other gifts to the HKCECES, supporting parents in conveying the touch of love to premature babies!

*The actual number of donated diapers will be based on product availability, provided by Pampers, while PNS will supply other gifts.

Support the "Premature Baby Care" video: Onward Preemie Babies Delivering "touch of love" with personal and meticulous care

"Onward Preemie Babies" Inquiry Hotline:3188 1856

Learn more about the "Onward Preemie Babies" application process: https://bit.ly/3EyKRNO