Even in the best of times, parenting can be an isolating job. And this past year made parents feel even more alone. Parents with babies listed “lack of support” as the most unfair part of a really difficult year. So Pampers, a brand that always wants parents to feel the love, wanted to make sure they especially felt appreciated in a time when their usual support systems had been disrupted.
We created a film to remind them of the special strength they possess. And we did so with a little help from the classic children’s book The Velveteen Rabbit, repurposing the words to give parents an empowering perspective about their bond with their babies. Our film received over 95 million views in one week (nine times the campaign goal). But more importantly, our film encouraged people to celebrate parents through #MillionActsofLove.
