Pampers has enlisted Grammy Award winning recording artist and father of three, Ne-Yo, to help support what may be considered the most meaningful deal of the day: For all consumers who sign up for a new Pampers subscription on Amazon Prime Day, Pampers will donate $10 to the March of Dimes to support families with babies in the NICU. 

“My youngest daughter was born prematurely, and I am so thankful for the high level of support my family received from the hospital staff,” says Ne-Yo. “That is why I am thrilled to team up with Pampers in support of the March of Dimes, so that other families can receive an exceptional level of care when they need it the most.”

To inspire, share and surprise shoppers this Prime Day, Pampers will host an hours long Facebook live event reminiscent of telethons of the past. Beginning at 6 a.m. PDT / 9 a.m. EDT on Tuesday, July 11, at Facebook.com/Pampers, viewers will see deal advice, parenting tips, heartwarming stories, and learn more about the March of Dimes. Viewers will also be able to interact in real-time with their favorite social media stars and special guest, Ne-Yo, who will join Pampers on-air to share his personal story and experience being the father of a preemie baby.

Every day moms and babies benefit from March of Dimes’ lifesaving research, education, vaccines, breakthroughs and programs to fight birth defects, premature birth and infant loss. The March of Dimes developed NICU Family Support in nearly 120 hospitals nationwide to provide information, expert advice, tools, and comfort for families with a sick or premature baby in the newborn intensive care unit (NICU.) NICU Family Support specialists work with families and hospital staff so that they can prepare to welcome baby home.

“For nearly 80 years, the March of Dimes has been working to ensure that every baby has a fighting chance,” says Stacey D. Stewart, president of the March of Dimes. “We are thrilled to be partnering with Pampers to bring a whole new meaning to saving on Prime Day. Saving means supporting the March of Dimes, moms and babies through NICU support, groundbreaking research and advocacy to give all babies a healthy start in life, and today we do that together.”

“Pampers is a brand rooted in caring for the happy, healthy development of babies, so it was natural for us to want to help parents find more meaning in their Prime Day purchases. We’re honored to partner with March of Dimes and excited to enable moms and dads everywhere to join us in helping to support families with babies in the NICU,” says Andrea Zahumensky, North America Baby Care brand director.