Campaign India Team
Dec 14, 2016

Pampers spotlights fathers' care for infants, says #ItTakes2

Watch the film conceptualised by L&K Saatchi & Saatchi

Pampers has launched #ItTakes2, a call for fathers to be more involved in raising infants. A film has been conceptualised by L&K Saatchi & Saatchi for the same. 
 
In the film, a lady rocks her baby to sleep, as the message 'Every baby needs her mama' appears on screen. This is followed by another: 'But what about Papa?' From there on, the film features several men taking care of their infants, bathing, feeding, playing with them and so on. As one father puts on a Pampers diaper for his child, a voice over says, 'Pampers believes happy, healthy babies need mama and papa.' More tender and playful moments play out on screen before the message 'Join the #ItTakes2 movement' appears, inviting fathers to send their 'Pampers Papa moments.'
 
According to P&G, the initiative is based on survey findings. While a Nielsen survey found respondents saying that a happy, healthy baby needs active participation from both mom and dad from the start, an Ipsos survey showed pediatricians and child psychologists agreeing that involvement of both parents has direct correlation towards better cognitive and social development of babies. 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
R.I.P. Sanjit Shastri
Premium
3 hours ago

R.I.P. Sanjit Shastri

The founder of Beehive Communications passed away on 21 September

Premium
Famous Innovations bags Doms' creative mandate
Premium
3 hours ago

Famous Innovations bags Doms' creative mandate

Account won post a multi-agency pitch

Premium
Weekend Wrap: 22 September
Premium
3 hours ago

Weekend Wrap: 22 September

In the news: Apollo Tyres, CP Plus, iCubesWire, ITW Blitz, Manforce Condoms, PG Communication

Premium
Weekend Laugh: Producer's Diary by Dalbir Singh
Premium
3 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

Kiss films' co-founder and managing partner continues with his sketches for Campaign India