British singer Sophie Ellis-Bextor has been announced as the ambassador for Pampers's Preemie Protection range, featuring the brand's smallest nappies which are being donated to hospitals for babies born prematurely.

Ellis-Bextor is urging the public to share photos of their babies fist pumping on social media, using the hashtag #powerofbabies, and for each one Pampers will donate £1 to the premature charity Bliss. The Murder On The Dance Floor hitmaker commented 'I am so pleased that Pampers has developed special nappies for preemies and is donating them to UK hospitals. This will make such a huge difference to these tiny babies and their families'.