Why is this work relevant for Brand Experience & Activation?

In Japan, conservative ways of parenting and what defines a family still prevail. However, Pampers goal, as per their slogan is they will do anything ""Best for Baby"" and these conservative ideas may restrict the babies wellbeing. That is why Pampers has developed messages that affirm that ""Your Baby Care is the Best"" which is the name of this campaign. Pampers acknowledges and wants more parents to know that it's okay to have different ways of raising a children and family comes in all different forms. Through this people succesfully validated their own parenting approaches.

Background

In Japan, many parents' diverse style of child rearing is not accepeted and families feel restricted and frustrated. Japan is ranked 120th in the world in terms of “gender gap”. In Japan, mothers' self-sacrificing dedication is still taken for granted and same-sex marriage is still not allowed. These facts indicate that conservative ideas about what defines a family still prevails. We planned a campaign to give people opportunities to update their ideas about parenting, and allow them to conclude: "We can raise our children according to our own child-rearing ideas.

Describe the creative idea (20% of vote)

In order for the parents to feel that there is no one way of parenting, we have interviewed various parents and kids that have different values. We conducted questionnaires and interviews with more than 100 people, including new moms, dads, single parents, LGBTQ+ people, and people with various illnesses and disabilities and created messages based on what we learned. The messages were packaged with diaper samples and distributed using a huge Gacha dispenser. A Gacha dispenser is a device popular in Japan, that releases randomly chosen capsules with items. Nobody controls what particular item will be dispensed. We chose this approach so we could provide people with chance to encounter various different values that might be new to them.

Describe the strategy (20% of vote)

We created messages that affirm diverse child-rearing values, so that moms and dads who are raising children can see that it’s ok for people to raise children according to their own values. The messages and diapers were delivered using a "Gacha dispenser," a dispenser device that provides randomly chosen materials.

Describe the execution (30% of vote)

The big Gacha machine was installed at the “Neuvola” Child Rearing Facility in Shibuya Ward, Tokyo and remained there for two weeks, from August 6 to 17, 2021. Capsules filled with diapers and messages were distributed as samples. All 21 types of the messages that we created were enclosed and were distributed randomly. At the same time, we exhibited messages at LGBTQ + support facilities and spread messages on various social media platforms.

List the results (30% of vote)

Parents who have experienced this Diapersity dispenser commented that they felt helped and said that they were saved by reading these messages. While the Corona virus has put off interaction between parents in Japan and isolating them, these messages have provided enriching encounters and opportunities for parents to meet new and diverse values. In addition, our messages were widely spread through social media and this contributed to updating people's values and isolation. Approximately 400 samples were distributed, and a video of people receiving them was played more than 20,000 times a week.