Pampers Childbirth Education

The Pampers Childbirth Education Series originated from a request to develop comprehensive educational materials for nurses to support new and expecting parents. This course serves as a foundational resource, equipping parents with essential knowledge about pregnancy and postpartum experiences, while also providing a centralized tool for nurses conducting these classes in hospital settings. Following the creation of the New Parents' Guide, we identified the need for additional video content and supplementary materials to further enhance the educational experience.

Creative Direction • Layout Design • Production • Digital Strategy • Social Media

Outcome

The New Parents' Guide was designed to present complex clinical information in an accessible, magazine-style format, incorporating primarily stock images along with custom photos of supportive couples. This project led to the creation of supplementary educational videos aimed at patients unable to attend traditional childbirth classes, which became especially vital during COVID-19 and social distancing. Filmed professionally, these videos included extensive production efforts. Following the launch of the full Childbirth Education Series, significant support emerged from influencers and media, encouraging participation in online classes. The campaign had two waves: the first involved 31 influencers generating impressive engagement metrics, including 6.6 million swipe-ups and nearly 213 million total impressions. The second wave featured high-profile endorsements from Shay Mitchell and Serena Williams, resulting in substantial organic views and driving traffic to Pampers' microsite, underscoring the campaign's success and resonance with the target audience.

Commercial Boards