DUBAI, 5 July 2006 — Pampers has launched a promotional campaign for its brands titled “Sleep Summit” in Dubai on Monday night as part of a region-wide publicity campaign.
The program entails raising awareness of the important role that sleep plays in the health and mental development of infants and young children.
Through a variety of initiatives, Pampers will seek to remind parents, professionals and caregivers that sufficient sleep is a crucial element in a baby’s development.
The campaign consists of sleep summits featuring experts in Dubai and Jeddah, interactive in-store “Freshness Rooms” in the UAE and Saudi Arabia.
This PR campaign coincides with the launch of a new brand of moisturized disposable diaper the company is marketing in the region.
Professor Stores, professor of Developmental Neuropsychiatry at the University of Oxford, discussed the benefits of proper sleep for babies.
“Sleep is important for both physical and psychological development,” he said. “Enough sleep is crucial for brain maturation, processing of daytime experiences and skills development. It is also essential for the well being of the baby’s parents.”
Dr. Wiggs, a senior lecturer in Psychology at Oxford Brookes University, emphasized that babies can be “taught” effective sleep habits.
“Research consistently shows that teaching parents and caregivers about good sleep habits before or just after a child’s birth produces babies who sleep better. As an intervention for established sleep disorders, teaching good sleep habits to children also produces longer-lasting benefits than treatment with prescribed sedatives,” she said.
Ahmad El-Nawawi, consumer and market knowledge associate director, Arabian Peninsula, Pampers, said: “We are committed to knowing the needs of our customers. Through research we were able to identify the benefits of consistent sleeping habits to the development of babies.”