As an extension of Pampers’ commitment to
care for baby’s happy, healthy development, the initiative aims to
raise awareness of the critical benefits of reading to baby and
enhance access to books
Today four million children under the age of three have not been
read to in their lifetime1, yet reading to babies under three can
significantly impact their core brain development through exposure
to words. Pampers’ vision is that all babies are read to from birth
and we are proud to announce a new Pampers Bright Beginnings
Reading initiative.
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Research2 shows that reading books with a child beginning in
early infancy can boost vocabulary and reading skills, however 45%
of parents believe3 they should begin reading to baby at age two.
In collaboration with Scholastic, the Reading initiative hopes to
spark a lifelong passion for reading early, by distributing up to
300,000 books and educational resources in local communities.
“At Pampers, our mission is to care for babies development right
from the start and research shows that reading is a key factor in
impacting the way babies live, learn and grow,” said Sarah
Pasquinucci, Senior Communications Director, P&G North America
Baby Care and mother of two. “We are thrilled to team up with
Scholastic, a leading expert in the reading space, and our many
program partners to introduce little ones to the joy of reading. In
doing so, our hope is to create a positive impact in the
communities this program will serve to provide babies with their
brightest beginning.”
Studies shows that reading to a baby better prepares their brain
for language and literacy skills, while also enhancing parent-child
bonding4. With that in mind, Pampers worked closely with Scholastic
to identify age-appropriate, diverse and bilingual book options
with fun story themes and colorful illustrations, that resonate
with all readers and help stimulate baby in their earliest
days.
“Reading to babies is so profoundly powerful and has immediate
and long-term benefits to our baby’s well-being and development,”
said Pam Allyn, Senior Literacy Advisor to Scholastic. “From the
start, these critical experiences begin marinating in baby’s brain
with crucial literary experiences, immersing them in the sounds of
words, the lilt of language and the deep impact of story. At the
same time, when a parent reads to a baby, there is a special
connection that happens, a unique combination of focus and love, in
the voice of a beloved parent. Being able to expand Scholastic’s
commitment to sharing the wonderful world of reading with families
through this new collaboration with Pampers Bright Beginnings, is
an exciting new way for us to bring parents and babies together for
an emotional and educational activity.”
Pampers believes in the limitless potential of every baby, and
the Pampers Bright Beginnings Reading initiative will distribute
age-appropriate books and literacy resources to families across the
U.S. through our community, hospital and NICU partners.
- Community Partners: Lack of access to books from a young
age can impact a child’s kindergarten readiness and long-term, it
can impact how children view reading overall5. Pampers has
identified three cities in the U.S. with low kindergarten readiness
scores, including Detroit, MI, Laredo, TX and Jacksonville, FL. In
each of these cities, Pampers has partnered with various non-profit
organizations such as a chapter of Reach Out and Read, to provide
books and resources to the community.
- Hospital Partners: Pampers has also joined forces with
several hospital partners in the Greater Cincinnati Area to provide
books and literacy resources for all births and drive awareness for
the positive developmental benefits of reading to baby from day
one.
- March of Dimes: With a longstanding relationship
spanning over 25 years, Pampers is proud to provide more than 67
March of Dimes NICU Family Support® programs across the United
States with books and educational resources as a part of the
Pampers Bright Beginnings Reading initiative.
Throughout the initiative, Pampers will have the guidance of a
dedicated Advisory Council, a group of experts brought on board to
help guide Pampers with the most up-to-date information, trends,
issues and studies in the literacy space to make the biggest
impact. All participants in the Pampers Bright Beginnings Reading
initiative will be surveyed to capture changes in reading behavior,
sentiment and benefits awareness. Among the members are:
- Dr. Tom DeWitt, MD, FAAP, a Professor of Pediatrics, at
Cincinnati Children’s Hospital Medical Center, University of
Cincinnati College of Medicine. Dr. DeWitt is also the immediate
past chair of the Reach Out and Read National Advisory Board, an
organization that promotes reading aloud and provides books at
regular check-ups helping families of all backgrounds and means
experience the joy of reading.
- Dr. Viral Jain, MD, FAAP, a physician-scientist, neonatologist
and Assistant Professor in Pediatrics at the University of Alabama
at Birmingham. Dr. Jain is also a children’s storybook writer
having written storybooks for NICU infants, and the founder of
TinyVoices - a patient advocacy program through which is founded
nationally renowned NICU Bookworms, a NICU Infant Reading
program.
To learn more about the Pampers Bright Beginnings Reading
Initiative please visit Pampers.com. For those interested in
getting involved in the cause, please download the Pampers Club App
to learn more.
About Bright Beginnings
At Pampers, caring for babies is more than just our purpose,
it’s in our DNA. We believe a baby’s earliest days are essential
toward shaping a bright beginning, and are committed to supporting
their happy, healthy development right from the start. Through the
Pampers Bright Beginnings initiative, we serve babies and their
families by removing barriers that hinder early success and
development, and enhancing access to resources, tools and support.
For more information on the Pampers Bright Beginnings initiative,
visit Pampers.com
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 www.pampers.com to learn more
about Pampers products, join the Pampers Club 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
http://www.pg.com for the latest news and information about P&G
and its brands.
1 Source: Ohio State University. "A 'million word gap' for
children who aren't read to at home: That's how many fewer words
some may hear by kindergarten." ScienceDaily. ScienceDaily, 4 April
2019. www.sciencedaily.com/releases/2019/04/190404074947.htm 2
Source: Reading with children starting in infancy gives lasting
literacy boost. (2017, May 04). Retrieved October 07, 2020, from
https://www.aappublications.org/news/2017/05/04/PASLiteracy050417 3
Source: National Parent Survey Report. (2016, June 06). Retrieved
October 08, 2020, from
https://www.zerotothree.org/resources/1425-national-parent-survey-report
4 Source: Allyn, P. (n.d.). The Rise of Read-Aloud.
Https://Www.Scholastic.Com/. Retrieved September 29, 2020, from
https://www.scholastic.com/readingreport/rise-of-read-aloud.html 5
Source: Wong, A. (2016, July 14). Detroit, Los Angeles, and
Washington, D.C., Are 'Book Deserts' Where Poor Kids Have Nothing
to Read. The Atlantic.
https://www.theatlantic.com/education/archive/2016/07/where-books-are-nonexistent/491282/
View source
version on businesswire.com: https://www.businesswire.com/news/home/20201014005089/en/
P&G Baby Care Communications Laura Dressman, 513-482-0619
Dressman.lp@pg.com or MSLGROUP (for Pampers) Samantha Perez,
818.606.0129 samantha.perez@mslgroup.com
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