Pampers® Bright Beginnings Envisions All Babies Are Read To From Birth With New Reading Initiative
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
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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
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
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
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, TXand 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 Areato 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 Stateswith 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
Tom DeWitt, MD, FAAP, a Professor of Pediatrics, at Cincinnati Children’s Hospital Medical Center, University of Cincinnati College of Medicine. Dr. DeWittis 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.
Viral Jain, MD, FAAP, a physician-scientist, neonatologist and Assistant Professor in Pediatrics at the University of Alabama at Birmingham. Dr. Jainis 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
For more than 50 years, parents have trusted Pampers to care for their babies. Pampers is a part of
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2 Source: Reading with children starting in infancy gives lasting literacy boost. (2017,
3 Source: National Parent Survey Report. (2016,
4 Source: Allyn, P. (n.d.). The Rise of Read-Aloud. Https://Www.Scholastic.Com/. Retrieved
5 Source: Wong, A. (2016,