Philips Avent Helps Give Babies the Best Start in Life through a Partnership with the March of Dimes

Campaign celebrates baby’s first milestones and how feeding contributes to a healthy future

Stamford, USA | Tuesday, October 11, 2016

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Recognizing the role that feeding plays early in baby’s life, Philips Avent, the bottle brand most recommended by moms worldwide, has partnered with the March of Dimes to celebrate the importance of successful feeding moments. 

To spotlight the shared commitment to helping babies achieve a healthy start in life, Philips Avent and the March of Dimes released an emotional video on the Philips Avent Facebook page that captures two powerful stories of two special babies with NICU journeys.  Each family shares the unique milestones their babies have achieved, and the role that feeding played in shaping those moments. As part of the campaign, every share of the video will result in a 10 bottle donation to the March of Dimes (up to 5,000 bottles) ensuring that babies have the resources they need to thrive. The launch syncs with March of Dimes’ Give them tomorrow campaign which calls on individuals to take action and help save babies’ lives through the support of programs, education and lifesaving research to prevent prematurity and birth defects. 

“We’re thrilled to be a part of this meaningful campaign with Philips Avent and bring our Give them tomorrow campaign to life through the stories that these families have shared,” said Christopher Maddocks, Senior Vice President of Communications, March of Dimes. “At the March of Dimes we are committed to providing a fighting chance for every baby, and we recognize how important feeding is to this process.”

Support is the foundation for most parents and is critical to achieving success, in particular for new moms. Every new parent relies on the support and insight from others and actress Sarah Chalke knows that well as a second-time, new mom. She’s brought her insights to the campaign and video, and shared her personal anecdotes of how Philips Avent has supported her feeding journey with a colicky baby and as a breastfeeding mother. She is also featured in testimonial videos that will be rolled out on the brand’s digital platforms. 

“We recognize that feeding moments represent a crucial part of a baby’s healthy start and sets the stage for continued milestones, through both physical growth and emotional bonding,” said Brenda Kapner, Marketing Director for Philips Avent. “Through our partnerships with the March of Dimes and Sarah Chalke, as well as these personal stories of successful nourishment, we hope to provide valuable insights to new and expectant parents as they prepare for the many milestones to come.” 

For more than 30 years, Philips Avent has been listening, learning and innovating in partnership with parents– all with the mission to help give babies the best start in life. To fit parents and babies’ unique needs, Philips Avent provides two bottle ranges: 

Natural Bottle: With a design inspired by mom’s shape, the Philips Avent Natural Bottle allows infants to feed as close to the breast as possible, making it easier to combine bottle and breastfeeding. A wide, breast-like shape and soft, flexible nipple promote easier latch on. 
Anti-Colic Bottle: Formerly the Philips Avent Classic+ Bottle, the newly named Anti-Colic bottle solves parents’ colic concerns with a built-in valve to vent air away from baby’s tummy. Clinically proven to reduce colic and discomfort, the Philips Avent Anti-colic bottle results in 60% less fussing.*

Visit the Philips Avent website at www.Philips.US/AVENT to learn more about the entire product portfolio, or follow us on or @AVENT_US

*at 2 weeks of age, babies experienced 60% less fussing at night compared to another leading bottle.


About Royal Philips:
Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care. Philips leverages advanced technology and deep clinical and consumer insights to deliver integrated solutions. Headquartered in the Netherlands, the company is a leader in diagnostic imaging, image-guided therapy, patient monitoring and health informatics, as well as in consumer health and home care. Philips' health technology portfolio generated 2015 sales of EUR 16.8 billion and employs approximately 69,000 employees with sales and services in more than 100 countries. News about Philips can be found at

About March of Dimes

March of Dimes leads the fight for the health of all moms and babies. We support research, lead programs and provide education and advocacy so that every baby can have the best possible start. Building on a successful 80-year legacy of impact and innovation, we empower every mom and every family.

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