FRIDAY, November 17 is annual World Prematurity Day.
Premature birth is the leading cause of death worldwide in children under the age of five.
Babies born too early are more susceptible to long-term health problems that affect the brain, the lungs, hearing or vision.
In South Africa, 15% of all births, which equates to one in seven babies, are born preterm.
Globally around 15 million babies (12% of all births) are born preterm and one million die due to complications and a lack of proper health care.
World Prematurity Day aims to educate global citizens on prematurity and to rally support of the fourth Millennium Development Goal (MDG), which is to halve the under-five mortality rate between the years 2010 and 2025.
Huggies®, a global player in the baby care industry, continues to support World Prematurity Day.
This year Huggies® is driving awareness and support around the Wear Purple for Preemies Initiative that was been established by the Newborns Groote Schuur Trust.
Huggies® encourages South Africans to wear purple and to purchase the official R10 World Prematurity Day sticker at Toys R Us.
Funds raised through this initiative aim to improve health care for premature babies around the country.
Stickers are available at Toys R Us nationwide. - Supplied