Southampton unit features in premature baby TV ad

Patients, parents and staff from the neonatal unit at Southampton's Princess Anne Hospital are the stars of a new Pampers TV ad campaign that follows premature babies as they reach their first major milestones.

Last year, the neonatal unit at the PAH, which has 36 cots (20 intensive/high dependency cots, 16 special care cots) and sees around 750 babies a year, became the first in the UK to receive Bliss accreditation for delivering family-centred care.

As a result of its links with Bliss, the unit was selected to trial Pampers' new P3 nappy and participate in the brand's TV advertisements. The footage, filmed earlier this year at the unit, shows real families coping with the premature birth of their babies and captured the first major landmarks; from first smiles to nappy changes and for some, finally leaving the hospital. The ad is available to view at www.youtube.com/watch?v≠l8TKeXSVKhc.