Pampers: Hope Is Born

Pampers, a nappy brand, donated one million nappies in Lebanon and raised the country's morale with its social media campaign #HopeIsBorn.

Campaign details

Brand: P&G - PampersAgency: Procter & GambleRegion: EMEA

Strategy

Objective

Background

Since 2019, Lebanon has been facing crisis after crisis, from an economic collapse, to a breakdown in the country's banking system and freefall of the Lebanese Lira, as well as a global pandemic, all of which have created a profound and ongoing effect on people's livelihood. The cataclysmic explosion that rocked Beirut on August 4th 2020 could not have come at a worse moment, further exacerbating an already serious economic, financial and social crisis, and hurtling the Lebanese people into a dangerous...

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