On 14 October, Pigeon and Akachan Honpo held an awareness-raising event on preterm birth at Ario Kitasuna in Koto Ward, Tokyo. The event featured an awareness display for the Little Baby Support Service, a photo exhibition and a handprint wall.
Around 1 in 20 babies are born preterm. Ahead of World Prematurity Day, Pigeon and Every’s “TOMONITE” held an awareness-raising event at Ario Kitasuna in Koto Ward, Tokyo. Akachan Honpo supported the event with a booth.
The event featured a stage talk session with 2 mothers who had experienced preterm births, pediatrician Arimitsu Takeshi (有光威志) and a Pigeon representative. Speakers shared their experiences of preterm birth and reflected on the period. Visitors also took part in a handprint wall, and a photo exhibition showcased the growth of babies born preterm.
At the Akachan Honpo booth, panels raising awareness of the Little Baby Support Service were displayed, along with clothing and baby items for low-birth-weight babies. A prize draw also offered Pigeon’s popular products to 150 winners.
The service supports babies with birth weights below 2,500g and was formally launched in 2025. These initiatives have also received the Jury Chair’s Special Award at the Kids Design Award.