Pampers® Donates More Than 200,000 Preemie Diapers to Canadian Families for Prematurity Awareness Month

Pampers® partners with the Canadian Premature Babies Foundation and Jessi Cruickshank to donate diapers to Canada’s most vulnerable babies through #PampersForPreemies campaign

TORONTO--()--Each year in Canada more than 30,000 babies are born prematurely1, spending their first weeks in the NICU and as a result, needing extra care. In honour of November’s Prematurity Awareness Month, Pampers is donating more than 200,000 diapers via the Canadian Premature Babies Foundation (CPBF) and invites Canadians to join the conversation by sharing words of encouragement using hashtag #PampersForPreemies. For every hashtag used in November and December, Pampers® will donate one extra diaper to Canadian NICUs via the CPBF on their behalf.

During the first three years of their life, a baby’s skin is the most vulnerable it will ever be. Because their skin is not fully developed, premature babies are at a greater risk for infection2, so it's important to keep their skin healthy and protected. For over 40 years, Pampers® has supported preemie babies, working with NICU doctors and nurses to create dedicated products that help keep their delicate skin safe and dry.

Mom-expert, television personality and host of New Mom, Who Dis?, Jessi Cruickshank knows firsthand the difficulties faced by families of premature babies. She is partnering with Pampers® to raise awareness for the cause and to encourage Canadians to join the conversation.

“My twin boys were born at 35 weeks and spent 14 anxiety-ridden days in the NICU. It was not at all how I pictured starting my motherhood journey, and something I know thousands of other preemie parents are going through,” says Cruickshank. “Times are tough, and I want to be able to share my experience to help parents understand they are not alone – especially once they leave the NICU.”

Preterm births affect many Canadian families, with six out of 10 Canadian parents having had, or knowing someone who has had, a premature baby.3 Through its partnership with the CPBF, Pampers® wants to continue helping as many preemie families as possible.

“Earlier this year, we were able to help keep parents connected to their babies in the NICU when parental presence was limited due to COVID-19 thanks to $200,000 in technology grants donated by Pampers®,” said CPBF Executive Director Fabiana Bacchini. “We are thrilled to continue this partnership with Pampers® to provide preemie families with the resources they need to help care for their babies, especially during this difficult time.”

As a parent-led charity, the CPBF supports and educates families of Canadian babies born prematurely. The CPBF will use the donation for graduation packages that will be provided to families to help them care for their premature babies once they’ve left the NICU.

“As the #1 Pediatrician Recommended Brand, Pampers® is committed to the happy, healthy development of every baby, and is especially dedicated to supporting the smallest babies,” says Saurabh Chaudhry, Senior Brand Director at Pampers Canada. “It’s our mission to help as many NICU families as possible at a time when they need it most.”

Pampers® wants to make sure every premature baby in Canada has access to diapers designed to support their unique developmental needs. Canadians are invited to help support the cause by sharing words of encouragement for NICU families using hashtag #PampersForPreemies to donate one extra diaper to Canadian NICUs via the CPBF.

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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 to learn more about Pampers® products, join the Pampers® Rewards 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 for the latest news and information about P&G and its brands.

About Canadian Premature Babies Foundation

As a parent-led charity, Canadian Premature Babies Foundation (CPBF) supports and educates families of babies born prematurely. CPBF provides education, support, and advocacy for Canada’s premature babies and their families. Approximately 30,000 babies are born prematurely every year in Canada. CPBF’s goal is to build momentum by continuing to develop peer support programs, distribute helpful materials and resources to families and health care professionals, and investigate how it can better the lives and experiences of premature babies and their families.


  1. Source: Canadian Premature Babies Foundation
  2. Afsar FS. Skin care for preterm and term neonates. Clin Exp Dermatol. 2009;34(8):855-8. doi:10.1111/j.1365-2230.2009.03424.x
  3. Source: Pampers Canada CMK study 



MSLGROUP (for Pampers)
Alison Paine, 416-807-7113


MSLGROUP (for Pampers)
Alison Paine, 416-807-7113