Dr Linda Franck

A staggering 1 in 8 babies is born premature or sick in the UK, one of the highest rates in Europe – which is why Fairy has supported BLISS - the premature baby charity, for three years.

We're lucky that in the UK, hospitals are well equipped with all the latest technology to give premature babies the best possible chance, but extensive research has shown that it is often difficult for parents of special care babies to bond with their new arrival. Due to medical restrictions such as incubators, it is often the case that parents are not able to be as physically 'close' with their baby as they might like, and this can have long-lasting effects on their relationship with each other.

The aim of the Fairy and BLISS 'Support 1 in 8' campaign was to help alleviate the bonding difficulties that parents of premature babies often experience. Fairy helped BLISS fund innovative research into different techniques that help mums and dads get closer to their babies.

The research was the first of its kind in the UK, launched in July 2007 and aims to provide parents with the help and advice they need to overcome this additional barrier to bonding with their new baby. At the heart of the campaign was the idea that parents who are given the opportunity to become directly involved in their baby's care and treatment are likely to enjoy a better bonded relationship with their child.

Not only did this direct involvement encourage a stronger relationship between parent and baby, the research proved that the technique also reduces stress for the parents and helps them get through the challenges of having a baby that is born prematurely or sick.

The research was led by neonatal care expert, Dr Linda Franck:

"For many years, I have studied and worked with parents of premature babies who are often in emotional shock at the time of their baby's birth. These parents worry a lot about how they can possibly become good parents when their baby is so small or ill.
We know that by empowering parents and getting them directly involved in their baby's care as soon as possible, they can begin to get to know their baby and feel like parents even in the high-tech medical setting. In my experience, direct involvement in their baby's care – especially soothing and comforting – helps parents feel more relaxed, calm and confident as parents. We believe that this early positive parenting experience in difficult circumstances can have long term benefits for parents and babies alike."