Brief Explanation

Japanese society still keeps traditional gender roles, the family is the woman's domain while the men go off to work. Japanese husbands on average work from 9am to 10pm and commute around 90mins. Moms must face the daily responsibilities of raising a child with little help or support from their husbands. Pampers gave Dads a chance to say what they couldn't before and show appreciation for all the sacrifices that moms thought went unnoticed. We call it Mom's first birthday, based on the concept that a baby's first birthday also marks the first year a woman becomes a mother.

Results and Effectiveness

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Creative Execution

During the hospital visit for their baby's one-year-old health checkup, the hospital was changed into a surprise event venue using the hallways as memory lanes where dads used pictures and props to show their appreciation. We captured this moment on film to share and celebrate one of the most challenging times of their lives. Other tools were introduced such as Photobooks and an online tool for dads to write a thank you letter that was then mailed in post. Baby and Mom's candles and birthday cards were created and distributed through cake, gift and stationary shops for Dads to celebrate Mom's first birthday.

Insights, Strategy and the Idea

Our strategy was 2 fold, 1) use the hospital as trigger to recognize mom's at the baby's one year old health check up. 2) target fathers with online engagement and offline in gift and stationary shops.