Pampers India#ItTakes2
Integrated social campaign · Content strategy · Creator collaboration · Community engagement
Integrated Social CampaignPampers India’s #ItTakes2 campaign challenged the idea that caring for a baby is primarily a mother’s responsibility. The campaign began with a film featuring a father’s pledge to become an equal partner in parenting. We extended that promise through #DadsOfPampers, a social content platform that helped fathers participate more confidently through practical advice, relatable stories and community involvement.
01 / The cultural problem
Mothers were still expected to carry most of the responsibility for caring for a baby, while fathers were often treated as helpers rather than equal parents. Pampers wanted to challenge this expectation without turning fatherhood into a lecture or a one-day Father’s Day conversation. The message had to feel encouraging, useful and relevant to what new parents experience every day.
02 / The campaign idea
The #ItTakes2 film presented a father’s promise to be present, involved and accountable as a parenting partner. Instead of simply celebrating fathers, Pampers asked them to make an active commitment to equal parenting through the #ItTakes2 pledge.
The ideaIt takes two to make a baby. It takes two to raise one.
03 / Extending the promise
The campaign film established the belief. #DadsOfPampers helped translate that belief into everyday behaviour through three connected roles. Support gave fathers practical guidance for caring for their babies. Representation showed real fathers taking an active role at home. Participation invited parents to share their own moments and stories. A series of short, useful videos helped new fathers handle everyday situations such as sleep, soothing and feeding, while owned social content normalised fathers feeding, playing, changing diapers and giving mothers a much-needed break. Indian author and father Durjoy Datta shared his own experience of hands-on parenting, and families added their stories through #DadsOfPampers. This gave Pampers a way to continue the equal-parenting conversation beyond the campaign film.
How the platform worked
From saying “I will” to showing fathers how
The campaign film established the belief. #DadsOfPampers translated it into everyday behaviour.
01
Support
Practical guidance for fathers caring for their babies.
02
Representation
Real fathers shown taking an active role at home.
03
Participation
Parents invited to share their own moments and stories.
04 / My role
Strategy
- →Developed the approach for extending #ItTakes2 through #DadsOfPampers
Content planning
- →Shaped the platform around practical support, credible representation and participation
Social engagement
- →Developed formats that encouraged parents to share their own stories
Collaboration
- →Worked across creative, creator and social execution
05 / What the work created
One campaign belief
Equal parenting begins with both parents making the commitment
Practical support
Short-form content gave fathers useful guidance for everyday childcare
Credible representation
Creator and community stories made active fatherhood more visible
Audience participation
Social prompts and UGC invited families to add their experiences
#ItTakes2 made the promise. #DadsOfPampers helped fathers put it into practice.
The work in motion