Pampers: Sleep Tight, Little Fighter!

Pampers, a nappy brand, created its smallest nappy for premature babies in Romania and promoted them with a lullaby co-written by real mothers.

Campaign details

Brand: PampersBrand owner: Procter & GambleAgency: Leo Burnett RomaniaMarket: Romania

Executive summary

Pampers created its smallest diaper for premature babies and donates them in hospitals. In 2020, we wanted to also bring comfort to their parents who were not allowed to be next to their baby due to pandemic restrictions. By harnessing the unique empathy and solidarity of online Moms communities, we rallied them to create an emotional shield around preemie Moms. Together with them, within their communities, we created a lullaby for preemie babies and their parents. If they could...

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