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  • SUB CATEGORY :
    CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY
  • ENTRANT COMPANY :
    HAVAS MIDDLE EAST, DUBAI
  • TITLE :
    JOY HAS COME EARLY
  • BRAND :
    PAMPERS
  • ADVERTISER :
    P&G
  • AGENCY :
    HAVAS MIDDLE EAST, DUBAI
  • MANAGING DIRECTOR :
    FABIO SILVEIRA
  • EXECUTIVE CREATIVE DIRECTOR :
    LEONARDO BORGES
  • CREATIVE DIRECTOR :
    ANSHUMAN BHATTACHARYA
  • ASSOCIATE CREATIVE DIRECTOR :
    MICHELE DE IULIIS
  • ART DIRECTOR :
    SÁVIO HATHERLY
  • COPYWRITER :
    SAMANTHA PIRES
  • AGENCY PRODUCER :
    ADEL RMAITY
  • CONTENT DIRECTOR :
    AHMED RASLAN
  • CONTENT CREATOR :
    KEVIN MIBZAR SAMUEL/SHREYAK CHEPPUDIRA/
    MAHER ALCHATTY/MUTHANNA MANAVATIRA
  • ANIMATOR SPECIAL EFFECTS :
    MISK ALFEKAIKI
  • ILLUSTRATOR :
    ELISA SOFIA GOMES
  • CLIENT SERVICE DIRECTOR :
    SELINA KHIROYA
  • PR AGENCY :
    HAVAS RED, DUBAI
  • PR DIRECTOR :
    DANA TAHIR
  • PR MANAGER :
    LILLIAN AL-HANBALI/REEM SABOBEH
  • SOUND PRODUCTION COMPANY :
    VOX HAUS, SAO PAULO
  • SOUND DESIGNER :
    CASSANDRA MACHADO
  • SOUND PRODUCER :
    DANIEL DALLA CORTE/ICARO GUEDES
  • SINGER :
    LUIZA CASPARY
  • PROJECT DIRECTOR :
    MATHEUS DE MORAES GUGELMIM
  • ACCOUNT MANAGER :
    DHIENIFER SOUZA
  • CAMPAIGN SUMMARY :
    The “Joy Has Come Early” campaign was created to support parents of premature babies, a group often overlooked during the NICU journey. While hospitals provide medical care for preemies, parents face emotional distress, stigma, and lack of support, especially in the Middle East. Pampers aimed to bridge this gap by using music, storytelling, and advocacy to provide emotional relief and education.

    The campaign reimagined traditional lullabies, rewriting them with messages of hope and resilience while incorporating a mother’s heartbeat, a scientifically proven sound that stabilizes preemie vitals. The lullabies were made available on Spotify, Apple Music, and 30+ platforms, ensuring global accessibility.

    A beautifully illustrated book, created by a preemie mom, visually captured the NICU journey. Distributed across hospitals in the UAE, it reinforced Pampers’ commitment to both babies and their parents.

    The PR strategy focused on awareness and engagement, using influencer advocacy, healthcare endorsements, and social media storytelling. Parents shared personal experiences with the lullabies, turning them into daily rituals and sparking a movement of hope.

    Results:
    • 5.7x increase in Pampers’ mentions in preemie care discussions
    • 90% positive sentiment among parents and healthcare professionals
    • 180+ countries accessed the lullabies, making it Pampers’ most globally inclusive initiative

    By combining science, storytelling, and accessibility, Pampers redefined preemie care, strengthening its brand reputation as a true ally to parents.
  • CREATIVITY/IDEA/INSIGHT :
    The insight was simple yet powerful: Lullabies don’t just soothe babies—they comfort parents too.

    Preemie parents experience fear, helplessness, and anxiety. Yet, no brand had positioned lullabies as a source of emotional relief for parents. Pampers rewrote classic nursery rhymes, embedding messages of resilience, and combined them with a mother’s heartbeat, a scientifically backed tool proven to regulate preemie heart rates and breathing.

    Example lyrics:
    “Twinkle, twinkle, shining bright, premature but full of might.”
    “Incy Wincy Spider came early to the climb.”

    A preemie mom was chosen to sing the lullabies, adding authenticity and emotional depth.

    Beyond music, Pampers created a hand-illustrated book reflecting the NICU journey. Soft pastel colors evoked warmth, while real preemie stories validated parents’ emotions. The book was distributed in hospitals, reinforcing Pampers’ presence inside NICUs as a partner in care.

    The campaign’s creativity lay in its seamless blend of science, storytelling, and accessibility, making Pampers’ initiative not just a campaign, but a source of daily comfort for preemie families.
  • STRATEGY :
    Pampers’ PR strategy focused on education, advocacy, and accessibility, targeting preemie parents, NICU staff, and parenting communities. The objectives were to:
    1. Raise Awareness – Highlight the emotional struggles of preemie parents and break the stigma around premature births.
    2. Provide Emotional & Scientific Support – Offer scientifically backed lullabies as a therapeutic solution.
    3. Drive Engagement & Advocacy – Use social media, influencers, and medical experts to encourage peer-to-peer support.

    PR Platforms:
    • Music & Digital: Lullabies released on Spotify, Apple Music, and YouTube Music for global access.
    • Healthcare Networks: Books distributed in NICUs and maternity hospitals to directly support preemie parents.
    • Social Media Activation: Parents were encouraged to share how they used the lullabies, creating organic advocacy.
    • Influencer & Medical Endorsements: Parenting influencers, doctors, and neonatal experts validated the initiative through social content.

    This multi-channel PR strategy ensured that Pampers’ campaign wasn’t just heard—it was experienced, turning preemie care into a meaningful, brand-led conversation.
  • EXECUTION :
    The campaign was executed in three phases:
    1. Lullaby Production & Release
    • Pampers rewrote and recorded traditional lullabies with a preemie mom’s voice.
    • Mother’s heartbeat was added for a therapeutic effect.
    • Lullabies were made available on 30+ music streaming platforms worldwide.
    2. Illustrated Book Distribution
    • A hand-drawn book visually captured the emotional journey of preemie parents.
    • Pampers partnered with NICUs to distribute the book to parents at birth.
    3. PR & Social Media Advocacy
    • Healthcare experts & influencers endorsed the campaign, sharing insights on preemie care.
    • Parents were encouraged to document how they used the lullabies, leading to organic engagement.
    • Digital content featuring real parents reinforced Pampers’ role as an emotional support partner.

    This execution ensured deep integration into NICU environments, making Pampers a trusted ally in neonatal care.
  • RESULT :
    The campaign delivered outstanding PR results, reinforcing Pampers as a leader in preemie parent support:
    • 5.7x increase in Pampers’ mentions in neonatal care discussions
    • 90% positive sentiment among parents and healthcare professionals
    • 180+ countries accessed the lullabies, making it Pampers’ most globally inclusive initiative
    • NICUs across the UAE incorporated the book as a support tool for preemie families

    Beyond metrics, the emotional impact was profound:
    • Parents reported using the lullabies during NICU visits and bedtime routines, strengthening Pampers’ connection as a source of comfort.
    • The campaign improved Pampers’ brand trust, increasing consumer preference among preemie parents.
    • Pampers secured long-term partnerships with hospitals, reinforcing its role in neonatal care.

    By blending science, storytelling, and advocacy, Pampers not only reshaped perceptions of premature births but also built long-term equity in neonatal care.