Pampers Newsroom

Pampers Diapers Launches New Web Series, 'Love Comes Early,' Chronicling One Family's Parenting Journey With the Littlest of Newborns

Series Debuts on Pampers.com and Pampers YouTube Channel to Provide An In-Depth Look At One Family's Fight to Nurse Their Premature Daughter to Health and Invites Audience to Support All Babies Through Donations to Long-Term Partner March of Dimes

Thursday, November 11, 2010 8:08 am EST

Dateline:

CINCINNATI

Public Company Information:

NYSE:
PG
"This series was created to shed light on the emotions and events experienced by families in the NICU"

Encapsulating the momentous events behind one brave family's time in their local Neonatal Intensive Care Unit (NICU), Pampers® diapers, the world's leading diaper brand, takes parents along for an emotional, heartwarming journey in their new Web-based series, "Love Comes Early," which is now airing on Pampers.com and can also be viewed on the brand's official YouTube channel (http://www.youtube.com/pampers).

Debuting today, "Love Comes Early" will feature the Smolinksi family: parents Lauren and Aaron, their toddler son, Logan, and their newest addition, daughter Addyson, who was born fifteen weeks premature. The series' eight episodes will follow the Smolinski's as they navigate life in their local NICU and struggle with the emotional ups and downs associated with the health and development of their preemie daughter. At the completion of "Love Comes Early", Addyson is brought home in wonderful health to her family, as the Smolinskis celebrate a heartfelt reunion.

Pampers believes every little one is a miracle to be celebrated, and has supported the health of infants and toddlers for over four decades. The brand is also announcing a collaborative program with long-term partner, the March of Dimes, a leading organization helping to improve the health of babies (by focusing efforts on preventing birth defects and premature birth). As part of this effort, Pampers is welcoming parents to help support the healthy development of babies simply by watching "Love Comes Early". For every "play" the first episode receives on either Pampers.com or the Pampers YouTube channel, Pampers will donate ten cents to the March of Dimes (up to $20,000) in honor of their efforts to support families in the NICU, provide healthy pregnancy education and support life-saving research(1).

"The Smolinski's story is such an inspiring and relatable story to so many families, and it makes us appreciate the miraculous birth of each and every baby," said Jodi Allen, vice president of North America Baby Care at Procter & Gamble. "We are so grateful to the entire Smolinksi family for sharing their incredible journey with our Pampers audience, and for providing an informative, inside look into the special care needed for those families with a newborn in the NICU. We are so proud, that through the viewership of this series, the Pampers audience will be able to help support our continuing partnership with the March of Dimes who shares our mission in the fight for baby health."

The new parenting series was created and produced by The ZiZo Group, a digital content strategy company.

"This series was created to shed light on the emotions and events experienced by families in the NICU," stated ZiZo President, Roger Fishman. "It brings to life the incredibly powerful journey of the Smolinksi family as well as Pampers mission to support the health of infants, and is another example of how the brand is connecting with consumers through online content in authentic and engaging ways."

To view the "Loves Come Early" series, please log on to www.pampers.com or the official Pampers YouTube channel at http://www.youtube.com/pampers.

About Zizo

The ZiZo Group, Inc. (Zoom In / Zoom Out) is based in Santa Monica, California. Their focus is on serving a brand's consumers by providing a genuine benefit through content that is on equity for the brand and speaks to their core strategies. ZiZo develops digital content strategies and programs and provides turnkey production resources to produce and deliver the work.

About Pampers®

Pampers is a trademark of Procter & Gamble (NYSE: PG) and the company's largest global brand and is the world's top-selling brand of baby diapers. Our business is inspired by babies and toddlers, created by Pampers. For more information on Pampers diapers and the Pampers Parenting Network, visit http://www.Pampers.com.

About Procter & Gamble (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

(1) Pampers will make the donation for March of Dimes up to $20,000