Craft & art direction by Shift Lab & You, in collaboration with Havas Middle East, for Pampers “Joy Has Come Early” case study.

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In a region where premature births are often surrounded by silence and stigma, Pampers turned tradition into healing. By reimagining classic lullabies with hopeful lyrics and the rhythm of a mother’s heartbeat, the brand created an emotional and scientific bridge between parents and their preemies.

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Launched during World Prematurity Awareness Month, the initiative reached families across 30+ streaming platforms and hospitals through illustrated books, blending tradition with science to raise awareness, reduce stigma, and support preemie care.