To recognize and mark the increasing dads’ role in parenting, some time ago Pampers rolled out a campaign aimed to reach and encourage dads to be involved with their babies even more. The brand launched new You Tube video series, ‘Real Pampers Stories,’ and the initiative has recently earned the brand a 2012 Fatherhood Award honor by the National Fatherhood Initiative (NFI).

Photo: ‘Gifts to Grow’ catalog, a snapshot from giftstogrow.pampers.com

To celebrate this event, Pampers introduced new dad-focused gifts and rewards from its ‘Gifts to Grow’ catalog that families can get by purchasing Pampers branded products.

«Pampers ‘Real Pampers Stories’ video series is deserving of the Fatherhood Award because it is among the best we have seen in communicating the genuine joys and importance of responsible fatherhood,» said Roland C. Warren, President, National Fatherhood Initiative. «Via powerful, positive messages about fatherhood, Pampers clearly demonstrates through these videos that they are a brand that recognizes that dads play a crucial role in parenting.»

This summer Pampers is adding new rewards for dads to its Pampers Gifts to Grow catalog which range from BBQ tool sets and professional-caliber golf balls to stainless steel water bottle gift sets and high-quality headphones.

Participating in the Gifts to Grow incentive program, parents can gain points for their purchases and redeem them for different items. Additionally, the program includes coupon and sampling opportunities. To become members of the program, consumers should enter codes found inside Pampers packages and register it online.

Pampers is also supporting the Olympic athletes who are parents of babies and take them to the 2012 London Olympic Games.