Little Fighters is based on the insight that although babies can look helpless and fragile, they actually have amazing powers: the power to change the world for the better, to bring the best in people, or in this case to fight against their own odds. The idea was to reveal and celebrate the little fighter behind each premature baby; merely by “coming home”, they have proven their power to change their own destiny.

Our campaign pre-launched on April 26th with Sophie Ellis-Bextor (our key influencer and mother of 2 premature babies) giving interviews across national TV and radio, gaining 250,000 impressions on the first day. The 60” film then launched during the ad break of Britain’s Got Talent on April 29th, synced with a social media campaign to drive further engagement. We had additional 60” spots on Channel 4 and Sky (ad ‘roadblock’ across all sky channels), and a 30” cut-down that is intended to run until the end of June 2017.

The launch of the Little Fighters campaign sparked a lot of conversation across the UK among communities of parents and families, those who have had preterm babies and medical staff who support them on a daily basis. After only 5 days, the campaign has garnered over 500 million global media impressions. The film has already proved to be Pampers’ most successful in terms of organic reach (914,483). And without any paid online media, we had over 400k views on Facebook & YouTube, 3,864 shares and thousands of comments. This is only a beginning, as the campaign will continue into Summer 2017. Over the course of the next year, Pampers will have donated 3 million nappies to the smallest of babies across the UK.