#DadsCanChange

01 / The business problem

Fathers are still often treated as secondary caregivers, assumed to be less nurturing, capable or involved than mothers. Pampers wanted to challenge this stereotype in a way that felt positive and relatable, while creating a conversation about equal parenting that could continue beyond Father’s Day.

02 / What needed to change

#DadsCanChange carried two meanings: dads can change diapers, and society can change the way it sees fathers. Pampers would champion fathers as equal parents by making their everyday contribution visible, encouraging greater participation and giving them practical support to take on every aspect of childcare.

03 / How it ran

The campaign began with Instagram polls that invited people to question common assumptions about fathers and caregiving. We then partnered with cricketer and new father Ajinkya Rahane, who took over the Pampers Instagram account every Sunday for 12 weeks. Each week explored a different part of fatherhood, including caring for a newborn, baby-proofing, bathing, sleep, travel and teething. The campaign expanded through a diaper-changing challenge, dad-and-baby playdates, quick cooking content for fathers, stories featuring dads who practised equal parenting, Dadictionary, which challenged phrases such as ‘Dad is babysitting,’ and Just Like Dad, which celebrated the everyday influence fathers have on their children. We also translated the message into practical ideas: a portable changing station created from Pampers cartons and a diaper backpack equipped for parents travelling with their babies. My role covered identifying the cultural stereotype, developing the central idea and campaign narrative, planning the 12-week content journey, defining participation formats across Instagram and Facebook, developing the practical interventions, collaborating with creative, influencer and production teams, and reviewing the campaign from presentation through final execution.

05 / What the work created