Pamper’s ItTakes2, is a a new film conceptualized by L&K Saatchi & Saatchi calling for the fathers to be more involved in raising infants.
The film shows a lady rocks her baby to sleep, with the message ‘Every baby needs her mama’ and then the msg pops up But what about Papa?’ Further on, the film shows various men taking care of their babies, bathing, feeding, playing with them and so on. One father is shown putting on a Pampers diaper for his child with the message “Pampers believes happy, healthy babies need mama and papa “and it further invites fathers to ‘Join the #ItTakes2 movement’ and send their ‘Pampers Papa moments.’
According to P&G, this initiative is based on survey conducted recently where they found that respondents saying that a happy, healthy baby needs active participation from both parents right from beginning . Another Ipsos survey showed pediatricians and child psychologists agreeing to the fact that involvement of mom and dad has direct correlation towards better cognitive and social development of babies.