Pampers and Ne-Yo Are Teaming Up to Raise Money for Premature Babies on Amazon Prime Day

Facebook Live will drive the event

The singer and entertainer is working with P&G for a charitable cause.
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Parents of babies and toddlers tonight and tomorrow can charitably take part in the third annual Amazon Prime Day by subscribing to Pampers on the ecommerce platform. And if they visit the Procter & Gamble brand’s Facebook page, they may get a live video pitch from singer and entertainer Ne-Yo.

For each Pampers diapers subscription ordered through Tuesday, P&G will donate $10 to the March of Dimes to support families with prematurely born infants who are receiving hospital care in neonatal intensive care units. Most Pampers subscriptions via Amazon cost around $40 per month.

To push the initiative, Pampers has enlisted social influencers to appear in a Facebook Live session that will last at least a few hours Tuesday, starting at 9 a.m. One of the influencers will be the aforementioned Ne-Yo, the stage name for Shaffer Chimere Smith, whose first child, Madilyn Grace Smith, was born early.

“We want to connect with shoppers in a meaningful way this Prime Day, so we chose a platform that would allow us to interact in real time,” said Andrea Zahumensky, North America Baby Care Brand Director for P&G, in an email to Adweek. “The Facebook Live broadcast will be shareable content that is meant to engage with moms and dads and have them laughing, crying and getting inspired to join in on our mission to care for the happy, healthy development of every baby.”

Zahumensky and her team have purchased paid media via Facebook and BuzzFeed to push its livestream-focused initiative for Amazon Prime Day.

Generally speaking, Amazon’s big, platform-wide Prime sale actually kicks off tonight at 9 p.m. ET and runs through tomorrow. (In the United Kingdom, meanwhile, the digital event will start at 6 p.m. local time on Monday.)

Amazon Prime Day debuted in 2015 to celebrate the Seattle-based ecommerce company’s 20th anniversary. As in past years, thousands of items across categories—though electronics and toys, specifically, have been big attention-getters—will be temporarily discounted for a 30-hour run that essentially combines Black Friday and Cyber Monday in the middle of the summer.