Southampton’s Princess Anne Hospital will go purple this weekend to mark World Prematurity Day on Sunday (17 November) – before staff, parents and babies hit the nation’s TV screens in a new advertising campaign.
University Hospital Southampton NHS Foundation Trust is supporting the cause by lighting up the Princess Anne Hospital, which is home to maternity services and the neonatal intensive care unit, in the event’s trademark colour.
World Prematurity Day is designed to raise awareness of premature birth – babies born before 37 weeks – and the impact it can have on families. There are 15 million babies born prematurely around the world every year and it is the leading cause of death in children under the age of five.
Iconic international sites such as the Empire State Building, Niagara Falls and the Trevi Fountain have also been turned purple to mark the event in previous years.
The neonatal unit will also feature in a campaign supporting premature babies by Pampers, the second time it has teamed up with the nappy brand. A new advert, filmed on the unit earlier this year, will hit the small screen from 22 November.
In addition to lighting the building, the unit will display a wishing tree in its family lounge and hold a ‘prematuri-tea’ party for parents.
Fiona Lawson, matron for the neonatal unit at Southampton Children’s Hospital, said: “I am delighted we will see the Princess Anne Hospital lit purple to mark the very important awareness day.
“We also have lots of other activities planned for families and are extremely excited about our involvement in the upcoming Pampers advertising campaign, so we will certainly be playing our part in highlighting the event.”
Posted on Friday 15 November 2019