More than 380,000 babies are born prematurely in the U.S. each year. Besides facing a high risk of death in their first year of life, “preemies” have complicated needs. Due to the treatments they often require in the NICU and their sensitive skin, they are often unable to wear conventional diapers. Now, Pampers has introduced the first flat diaper, engineered to protect delicate preemie skin.
These diapers have many of the classic Pampers features, including a “wetness shield”. But the new model lies flat, right underneath the baby, so that the child can still receive treatments (like phototherapy for jaundice) while “wearing” it. The diapers are missing elastic, tape, and fragrances known to disturb premature babies, and ensure minimal contact between baby and diaper.
The diapers have arrived just in time for Prematurity Awareness Month, which runs through November. Releasing the product is a nod to the recent increase in premature births, which have risen for the second year in a row and now account for 9.8 percent of births in the US. As part of a partnership with March of Dimes, Pampers has resolved to donate one box of their flat diapers to every NICU in the country. And to get more people engaged in Prematurity Awareness Month, Pampers is encouraging fans to share stories about preemies, using the hashtag #LittlestFighters. Every time these stories are shared, Pampers will make a $5 donation to the March of Dimes.
“With the rising preterm birth rate, the March of Dimes’ fight for the health of all moms and babies has never been more important,” said Stacey D. Stewart, president of the March of Dimes. “We are proud to partner with Pampers, who shares our commitment to innovation, research, protection, care and support, ensuring that future generations of babies have a fighting chance.”