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.