Dentsu UK&I launches premature baby and neonatal care policy

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Dentsu UK&I today announces the launch of a dedicated new policy designed to support parents of babies born prematurely or critically ill and receiving neonatal care in hospital, enabling them to spend more time together.

The new policy provides all parents from day one of working for dentsu in the UK with up to twelve weeks of additional paid parental leave, for each week their baby is cared for in hospital.

September is Neonatal Intensive Care Awareness (NICA) month and in the UK, over 90,000 babies a year are cared for in neonatal units having been born prematurely (before 37 weeks of pregnancy), or unwell at full term (after 37 weeks). This means that around 1 in 7 babies born in the UK are admitted to a neonatal unit every year[1].

Dentsu’s new policy has been created to support parents of babies who require more than seven days of neonatal care having been born either critically ill and admitted into hospital up to the age of 28 days or before 37 weeks of pregnancy - after which dentsu’s existing parental leave pay takes effect.

It also sets out a range of emotional and practical support that parents can access both within dentsu and through external sources.

Anne Sewell, Chief People Officer, dentsu UK&I said: “At dentsu, we’re committed to working with our passionate employee networks to create dedicated people focussed policies - going beyond guidance and entitling our people to meaningful support during challenging times. We’re really proud of this important premature baby and neonatal care policy and incredibly grateful to those who helped shape it, including our brilliant Parents and Carers network as well as colleagues who bravely shared their stories.”

Katie Duance, Head of Marketing, dentsu UK&I, who was involved in the creation of the new policy said: “Nothing can prepare you for what is to come when labour begins prematurely, and the unique challenges and emotions that time on the neonatal ward will bring – or time away from it when partner leave is up all too soon. The emotional, logistical and financial burdens can be overwhelming. This new policy will make a huge difference to parents experiencing the challenges of having a premature or sick baby - providing them with crucial time and financial security so they can focus on the most important thing together, the health and care of their baby.”

Dentsu is committed to providing a healthy workplace and in the last year has also introduced emergency carers, pregnancy loss and domestic abuse policies; increased wellness time off - offering everyone three Wellness days leave annually; launched access to a remote GP service, free counselling provision and a new partnership with Talking Talent - offering new and expecting parents and caregivers coaching support to help build confidence and career success as well as boost their resilience and wellbeing.

In addition, dentsu UK’s passionate parents and carers network and wellbeing committee are behind a host of further support including Kind Minds, a community of mental health first aiders in place across the business.


Press contact: Claire Cumberland, / 07894 607983

Notes to Editors

Bliss facts about babies born premature or sick

[1] Source: Bliss,a%20neonatal%20unit%20each%20year.