September 08, 2004. "Good night, sleep tight..." the words a parent dreams of! Two of the largest players in Babycare, Pampers® and Mother & Baby magazine, have joined forces to create Big Sleep Week, which launches in the UK on Thursday 9th September.

During Big Sleep Week, experts from both parties will be sharing tips and advice to help parents and babies get a good night’s sleep. To launch the week, the results of the joint sleep survey, conducted via Mother & Baby magazine and Pampers Baby-Dry, will be revealed. Advice will be provided to parents through the magazine, direct mail activity, tagged Pampers Baby-Dry TV copy, a webchat as well as via the national/regional broadcast and print media.

A webchat is planned for Thursday 9th September where experts will help guide parents through the sleep maze, and be on hand to answer questions on why sleep is so important to a baby’s development, what we know about a baby’s sleep patterns and why setting a clear bedtime routine can help parents and babies get a good nights’ sleep.

The direct mails, which will be sent to UK parents (with babies aged up to 15 months), consist of a letter and a sleep booklet, the latter boasting a host of fascinating sleep facts and insights from Dr Yvonne Harrison, who has a doctorate in the psychophysiology of sleep and is an advisor to the Pampers Institute. There are 3 different sleep booklets and parents will receive a version that is targeted to their child’s age and developmental stage ensuring that they receive practical and relevant information.

“We’re delighted to be partnering Mother & Baby magazine to bring Big Sleep Week to UK parents. Supported with a marketing spend of nearly £1 million, this campaign will be sure to reach all UK parents providing them with practical and relevant information on how to settle their baby to sleep, and maximise the potential for their baby to stay asleep, commented David Jones, Pampers Brand Manager”

Elena Dalrymple, Editor of MOTHER & BABY Magazine - Britain 's leading parenting title - says: "Parents-to-be have no idea how the lack of sleep a baby brings can devastate their lives. Many only get four hours’ sleep or less night after night. And the problem is compounded because so many couples with a baby now both work. They have no chance of catching up on sleep during the day and they feel ravaged with tiredness. MOTHER & BABY receives more pleas for help on baby sleep problems than any other issue and we hope all the publicity, booklets and expert advice throughout BIG SLEEP WEEK will help mum, dad and baby all get a better night's sleep."

More support and information will be available throughout Big Week Sleep via recorded phone lines, in this month’s Mother & Baby magazine and on www.pampers.com.

- Ends -

For further information - please contact
P&G Press Office 0191 297 6262 / email: pgpress@pg.com

Editor Notes:
Pampers is the UK’s Number 1 nappy brand, and has 3 nappy lines within its franchise: Pampers Baby-Dry, Pampers Baby Stages of Development (Pampers New Baby, Pampers Active Fit, Pampers Easy Up Pants), and Pampers Sensitive, resulting in a wide product offering for babies, parents and carers. Other products in the Pampers family include Pampers Wipes, Pampers Sensitive Wipes, Pampers Kandoo Toilet Wipes, Pampers Sunnies UV Wipes, Pampers Swimpants, Pampers ChangeMats and Pampers BedMats – ensuring a product which is perfect for all stages of babies’ development.

Visit www.pampers.com for further information about pregnancy and child development.

Mother & Baby magazine is the UK ’s largest parenting magazine

Mother & Baby magazine is the UK 's best-selling parenting magazine, with over 45 years experience and heritage. Reaching over 633,000 readers a month*, its target audience is pregnant women and mums with babies up to three years. For more information on the title, contact Publisher Dani Zur on 0207 347 1841.

* NRS Apr03-Mar04