This DVC By Pampers Shows How Fathers Miss Out On Their Child’s Birth

One of the many challenges mothers face when raising children in Pakistan is not being able to share the responsibility with their spouses – Fathers who are unable to contribute due to an absence of paternal leaves, which is why Pampers took on this challenge to start a movement in Pakistan to highlight the need of paternal leaves.

The DVC focused on highlighting how Fathers miss out on their child’s birth – a once-in-a-lifetime moment that is unparallel to any other, due to commitments at their workplaces and the challenges of not having access to paternity leaves. With a heartfelt storyboard, Pampers raised its voice for this narrative and linked it with P&G’s ShareTheCare initiative, which offers paternity leave of 8 weeks to new fathers and the opportunity to care for and bond with their newborns. To start a movement that could bring a reform in the society, the call to action with the DVC was change.org – a link where the audience could sign a petition to show their support for paternal leaves. To start a movement that could bring a reform in the society, the call to action with the DVC was change.org – a link where the audience could sign a petition to show their support for paternal leaves.

With this initiative, Pampers truly became the talk of the town particularly on Father’s Day – trending at #3 on Twitter with a combined digital view count of +1Mn and +2700 signs on the petition. Apart from Pakistani celebrity fathers like Imran Ashraf and Fahad Mustafa, the initiative was also applauded by higher management across various Tier 1 companies.