Debra Smith Premmie Proud Interview

Debra Smith Premmie Proud Interview

The arrival of a newborn is often announced through cute photos on Facebook, Instagram and other social platforms. But if the baby comes prematurely, parents can often shy away from posting on social media, unsure of how to share the news, or how friends and family will react.

BabyLove Nappies wanted to do something about this. So they created Premmie Proud, an online initiative to help encourage premmie parents to share their little miracle with the world.

View the initiative here.

Created in partnership with the Miracle Babies Foundation and the world's leading baby photo sharing app, Baby Pics, it's a new section of the popular app designed specifically for parents of premature babies. It includes a range of new hand-crafted photo overlays that speak directly to the moments only premmie parents can relate to, such as graduating from the NICU (Neonatal Intensive Care Unit) and being a -Little Fighter'.

'Parents of premmies can miss out on experiences other new parents take for granted, and one of these is sharing pictures of their newborn," said BabyLove's Debra Smith. 'Unsure of how others may respond to seeing their baby in hospital, parents often avoid posting photos altogether. We wanted to change this by encouraging parents to be really proud of their little miracle."

The Premmie Proud initiative has been spearheaded by BabyLove to share the experiences of premmie parents and spread the word that there is a social media tool just for them. Since including the premmie artwork pack in the Baby Pics app, Baby Pics has received overwhelming support and positive feedback from parents.

'It's a small change that we believe will help make a big difference for premature families. Because no one should be more proud of their baby than a premmie parent," says Skye Forbes, co-creator of Baby Pics.

In Australia, 8.6% of babies are born pre-term annually, and the number is increasing. To meet the demand, BabyLove is investing in a number of initiatives including the Premmie Proud campaign. Last year, BabyLove launched a specially designed Premmie nappy that gently cups a premature baby's body and avoids pressure and swelling around legs. The design also includes a special umbilical cord cut out, silky light materials and a wetness indicator.

'We are thrilled to be a part of Premmie Proud. While it may seem like something so simple, you need to understand that sometimes the most basic joys are taken from parents while their babies are in such a battle for life. Helping parents of premature babies feel more confident in sharing photos of their precious baby is an important part of the hospital journey. All babies are beautiful and premmie parents should feel proud of their amazing miracle and how hard they fight to be here!" said Melinda Cruz, CEO and Founder of Miracle Babies Foundation.

View the Premmie Proud initiative, which was created in conjunction with BWM Dentsu.
Download the Baby Pics app.
Learn more about BabyLove Premmie Nappies.

Interview with Debra Smith, Marketing Manager at Unicharm Australasia

Question: What inspired the creation of Premmie Proud?

Debra Smith: When a baby is born, parents love sharing the news on social media. However, if the baby comes prematurely, parents often won't share the news. BabyLove Nappies wanted to change this.


Question: What does Premmie Proud encourage parents of premature babies to do?

Debra Smith: Premmie Proud is a new a social initiative that encourages parents with premature babies to proudly share their little miracle with the world.


Question: Who came together to collaborate on this project?

Debra Smith: BabyLove Nappies, The Miracle Babies Foundation, and the world's no. 1 baby photo sharing app, Baby Pics.


Question: Can you talk us through the photo overlays?

Debra Smith: Each photo overlay was hand crafted to speak to the unique moments that only parents with premature babies experience – such as graduating the NICU (Neo Natal Intensive Care Unit), and being a -Little Fighter'.


Question: What do you hope to achieve from Premmie Proud?

Debra Smith: It's not often you get to work on a project as meaningful as this. It was a labour of love for all of us and we hope our little contribution will make a difference to the lives of premmie families. Because no one should be more proud of their baby than a premmie parent.

Question: What advice do you have for friends and family of parents of premature babies?

Debra Smith: You are not alone. There is an amazing network of people out there that can help. Whether it's the wonderful NICU nurses, the Miracle Babies Foundation, friends, or family, don't be afraid to reach out. If you're a friend of someone that has a recently had a premature baby, reach out and offer help.


Question: What's next for Premmie Proud?

Debra Smith: We are currently working on some more ideas to help continue the Premmie Proud initiative. Stay tuned!


Interview by Brooke Hunter