PAMPERS PRODUCES DIAPERS SPECIFICALLY DESIGNED TO BE ABSORBENT AND COMFORTABLE, SO THAT YOUR BABY GETS UNINTERRUPTED SLEEP (AND MOTHERS, SOME MUCH NEEDED SLEEP). OUR BRIEF WAS TO COMMUNICATE THIS BENEFIT TO MOTHERS ACROSS THE PHILIPPINES. BUT WHAT IF WE COULD DEMONSTRATE IT? THE SOLUTION: WHITE NOISE IS SCIENTIFICALLY PROVEN TO HAVE A SLEEP INDUCING EFFECT ON BABIES AND ADULTS. BUT WHITE NOISE MACHINES ARE TOO EXPENSIVE FOR THE AVERAGE FILIPINO MOM. HOWEVER, RADIO STATIC IS WHITE NOISE AND 90% OF FILIPINO HOUSEHOLDS OWN RADIO SETS. SO WE TURNED THEIR RADIO SETS INTO WHITE NOISE MACHINES BY FINDING AN UNOWNED RADIO FREQUENCY THAT AIRED NOTHING BUT STATIC AND SIMPLY BRANDED IT. INTRODUCING PAMPERS 99.1 ZZZ RADIO. RADIO STATIC GIVING BABIES A SOUND SLEEP. THE RESULTS: ONLINE ENGAGEMENT FOR PAMPERS DIAPERS INCREASED BY 2011% DURING THE CAMPAIGN PERIOD. BUT MORE IMPORTANTLY, WE TRANSFORMED OVER 25 MILLION RADIO SETS INTO WHITE NOISE MACHINES. JUST BY AIRING NOTHING. AND FOR THE COST OF ALMOST NOTHING.