02 Pampers - Joy Has Come Early

1 in 10 babies worldwide is born premature—but while hospitals care for the babies, who cares for the parents?
Pampers stepped in with Joy Has Come Early, a campaign that reimagined classic lullabies as tools of comfort for parents navigating the NICU journey. Sung by a preemie mom and set to a heartbeat, each track was grounded in science and wrapped in love. The lullabies were not only streamed on 30+ platforms but also brought to life in a hand-illustrated book placed in UAE hospitals. It wasn’t just music—it was a message: you’re not alone.
From emotional healing to cultural shift, the campaign proved that a little music can go a long way—especially when joy comes early.