News Release

Pampers Ambassador Paula Radcliffe Highlights the Importance of Play Through the Pampers ‘Little Athlete Campaign’ - Helping to Inspire Tomorrow’s Champions


Thursday, August 9, 2012 8:08 am BST



LONDON--(BUSINESS WIRE)--Today Paula Radcliffe visits the P&G family home in a show of support for mums and families of athletes worldwide.

As the London 2012 Olympic Games draw to a close, Pampers, a P&G brand, is working with Paula Radcliffe to encourage mums to celebrate their babies’ unique spirit of play as part of the ‘Pampers Little Athlete campaign.

Paula says, “As an athlete I know how effort and determination can help us reach our full potential. As a mum I see the same determination in my children as they learn to overcome every day challenges through play. That’s why I’ve joined Pampers Active Fit and the ‘Pampers Little Athlete’ campaign to encourage other parents to celebrate their babies’ play”.

“Supporting today’s little athletes, whether or not they grow up to become tomorrow’s professional athletes is so important as play helps babies develop, just as sport helps children learn important life skills. By encouraging our children to play from an early age we can hopefully inspire the athletes of tomorrow and help to secure the future success of the Olympics Games.”

Parents can learn a lot from how their babies play, and how best to support and nurture their own baby’s unique spirit of play. That’s why Pampers has launched the Pampers Little Athlete campaign. Created with the help of Pampers Village baby development expert, Dr Maggie Redshaw, the campaign provides parents with tips and advice on how to encourage their babies’ play, through a series of online videos, featuring Paula and her son Raphael.

To find out more about the Pampers Little Athlete campaign go to the Pampers UK & Ireland Facebook page (


Notes to editors:

Pampers Team GB limited edition Active Fit nappies are available in size 3 (9-20lbs / 4-9kg), size 4 (25-44lbs / 7-18kg), 4+ (20-44lbs / 9-20kg) and size 5 (24+ lbs / 11-25kg). A carry pack costs around £6.49 RRP*.

Active Fit has received the Seal of Approval from Allergy UK; so mums can feel confident that the product is kind on their baby’s delicate skin.

*Note: Pricing is at the discretion of the retailer.

About Procter & Gamble in the UK and Ireland

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include including Pampers®, Ariel®, Always®, Pantene®, Mach3®, Fairy®, ®, Lenor®, Iams®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®. Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries and with approximately 6,000 of our global workforce working in the UK and Ireland, P&G brands are available in more than 180 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

P&G’s global partnership with the IOC in support of the Olympic Movement reaches through the next five Olympic Games from London 2012 through the 2020 Olympic Games.

In addition to Pampers’ activity with Olympic athlete Paula Radcliffe, P&G is supporting the person who has made it possible for athletes like her to realise their Olympic dreams: their mum. As the Proud Sponsor of Mums, P&G helps mums every day with brands that make life a little easier. As part of the London 2012 Olympic Games, P&G’s ‘Thank You, Mum’ campaign will help improve everyday life for more than one million mums around the world with a commitment to raise $5 million to support youth sport. P&G will also help thousands of mums of Olympians experience The Olympics with their children by providing services and event tickets in London.


Kate Lupton
0207 413 3769