National neonatal charity Bliss is aiming to shine a light on premature births by launching a Premature Christmas campaign – 100 days early – transforming towns across the UK with festive cheer for a vital cause.
Launching this week and created by TBWA\London, the campaign transforms landmarks, local pubs, shopping centres, and homes with twinkling lights, joyful carols, Santa’s grottos, and billboards wishing the nation “Merry Christmas” before anyone expected it.
The ultimate aim is to get the nation to pause, reflect, and stand alongside the thousands of families whose lives are turned upside down by the birth of a premature or sick baby.
A series of festive moments is unfolding across the UK, including a Santa Parade through Soho, a performance by London’s International Gospel Choir performing in the King’s Cross area, The Norwich Choir at The Forum, and seasonal decorations at The Scotsman’s Pack pub in the Peak District.
Christmas is filling the airwaves on Radio Exe, while “Santa” will made special appearances at the Jolly Junction Play Centre and Castle Quarter Mall.
The campaign is also supported by former Good Morning Britain host Laura Tobin and sports broadcaster Alex Payne, both of whom have been personally affected by premature births and are lending their voices to help raise awareness.
Nearly 60,000 babies are born too soon each year in the UK. For their families, every day counts, and the journey through neonatal care is one of uncertainty, hope, and extraordinary strength. Bliss provides year-round lifeline support to these families, while working alongside healthcare professionals and policymakers to drive vital improvements in neonatal care.
Bliss chief executive Caroline Lee-Davey said: “Whatever time of year a baby is born early, it’s the start of a terrifying journey for their parents, launched into a clinical world of incubators and machines, rather than being able to take their baby straight home.”
TBWA\London chief creative officer Andy Jex added: “For us in adland, Christmas in September isn’t that alien a concept. But for everyone else, seeing festive Santa’s before scary spooks and carol singers while the sun is out will be a bit odd, and a powerful way of reminding people of the trauma and challenges faced by parents of premature children.”
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