This Children’s Day, Pampers Celebrates Single Parents Who Brought The World Home When Their Babies Couldn’t Step Out Through Their Campaign #MamaUyindlovu

Pampers also steps up to support young children with early childhood development scholarships

In celebration of National Children’s Day in South Africa, Pampers is celebrating single parents who bravely navigated lockdown parenting with little to no support. 40% of parents in South Africa are single moms. Though the past year has been challenging for most parents, it has undoubtedly been even much more so for single parents who spent months isolated from family, friends, and childcare facilities that would form part of their support system. 

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The campaign called #MamaUyindlovu, highlights the unique struggles and triumphs of renowned singer, Busisiwe “Cici” Thwala as she experienced first time motherhood during the COVID-19 related lockdowns. It also recognizes how she left no stone unturned to ensure her baby was safe and thriving developmentally during the height of the pandemic, despite the isolation. 

“My son Dialo is just over a year old, so he spent most of the first year of his life in lockdown. I was worried at first that he was missing out on crucial social contact with others. But I realized that I had an opportunity to do things differently and that’s when I decided to create special moments where we would explore and learn about the world in our home in creative ways.” said Cici. 

Damilola Oyebanjo, Brand Director, Pampers South Africa, says, “Pampers exists to celebrate and support parents to give babies the brightest beginnings in spite of these unprecedented times. Children’s Day presents the perfect opportunity for us to celebrate single moms, who are bringing up the next generation. 40% of parents are single moms in South Africa, and despite the challenges, all parents are showing incredible resilience and are giving their little ones a great foundation because of their active involvement and investment in their child’s development.” 

Committed to making a meaningful difference and stepping up as a #ForceforGood, Pampers has pledged to donate towards early childhood learning scholarships by partnering up with SmartStart. SmartStart is an early learning social franchise that boasts over 6000 sites across South Africa. This is part of Pampers’ efforts to support the happy and healthy development of little ones as they continue their journey of discovery in our post-lockdown world. 

“Early learning is critical for a child’s future success. Yet many children from disadvantaged communities cannot access quality early learning due to economic barriers. We’re excited to be partnering with Pampers to grow access to our quality early learning programmes through early learning scholarships. We believe this kind of support is essential to parents during these times.” said Samantha Maasdorp, Network Strategist Lead at SmartStart. 

The partnership with SmartStart aims to support South African moms by providing early learning opportunities for their little ones during national lockdowns, especially single moms. 

Pampers is calling on all local communities to join in saluting single moms and supporting the right of all children to access quality early education this Children’s Day. 

“Through National Children’s Day we are presented with a unique opportunity to come alongside parents, as a brand, to support the holistic development of children by creating greater access to the critical development resources they need to have a brighter future,” concludes Oyebanjo Damilola, Pampers Brand Director.