Leo Burnett Tokyo and Pampers Congratulate Moms on Their Small Miracles

Launched on World Preemie Day, this tender web movie follows three families as moms hear one long-awaited word: congratulations.

Approximately 1 out of 10 babies is born prematurely, and in the unexpected rush in the delivery room, many new mothers do not get to experience the celebration that full-term births incite. Where concern trumps congratulation, these small miracles aren’t greeted with the same jubilation.

So, Leo Burnett and Pampers Japan decided it was time to surprise moms with one word they’ve waited so long to hear: congratulations

“To every miracle... Congratulations” spotlights three moms as they speak about their experience delivering their child, each colored by the same feeling—deep worry and guilt. As they tell their stories, each mom is surprised with her own custom fairytale book, one that recalls the birth from her loved one’s perspective and includes a congratulations tailored just for her.

The 3-minute film was launched as part of “The No.1 Gift for Small Miracles,” campaign, an ongoing initiative where Pampers supports premature infants and their families by donating diapers to the NICU.

To all the strong and patient moms, congratulations on your small miracles.