Recent research by Pampers has revealed that 73% of U.K. parents say that diaper rash impacts their baby’s mood. Babies’ skin is 30% thinner and more delicate than adult skin, so it’s no surprise that the diaper area can be a prime spot for skin irritation and discomfort, especially when exposed to moisture and the humid environment created by pee and poo.

The impact of rash on mood isn’t limited just to babies, with 84% of parents admitting to feelings of guilt, anxiety of helplessness when their little one suffers from skin irritation. What’s more, 97% of parents agree that dry and protected bottom skin keeps their baby happy. That’s why Pampers has launched the new Pampers Premium Protection, designed with double protection – for skin and against leaks.

Pampers Premium Protection New Baby diapers (sizes 0-3) and Pampers Premium Protection nappies (sizes 4-6) feature an innovative DermaComfort Layer that instantly pulls wetness and mess away from the skin and locks it securely inside the diaper, so babies’ delicate skin remains dry and protected from irritants. The ultra-soft materials help the skin to breathe and provide comfort and the Stop & Protect pocket helps to prevent leaks from escaping at the back. The diapers have also approved by the British Skin Foundation.

With the help of singer and first-time dad Olly Murs, Pampers is on a mission to prove that a dry and protected baby’s bottom is a happy one, by inviting the babies of Britain to put the new Premium Protection nappies to the ultimate test: the baby approval test.

Murs says: “‘I love being a dad and I’m learning all the time. When Madison is happy, Amelia and I are happy so there’s nothing better than keeping our daughter comfy and her skin protected with those new Pampers Premium Protection nappies. They are definitely doing the trick!”

As part of this campaign launch, Murs recently paid a visit to the quaint place in Dorset named “Scratchy Bottom.” Murs is calling on the babies of Britain to try Pampers Premium Protection diapers for themselves from none other than Scratchy Bottom itself – to help make this the only Scratchy Bottom in Britain.