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 last year has been challenging for most parents, it has been undoubtedly more so for single parents who spent months isolated from family, friends, and childcare facilities that would form part of their support system.
This campaign, called #MamaUyindlovu, highlights the unique struggles and triumphs of renowned singer, Busisiwe “Cici” Thwala as she experienced motherhood for the first time during the COVID-19 related lockdowns. She 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.
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. 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.
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