Title	LINO'S NEW LIFE
Brand	FATER
Product/Service	PAMPERS
Category	G07. Corporate Purpose & Social Responsibility
Entrant	SAATCHI & SAATCHI Milan, ITALY
Idea Creation	SAATCHI & SAATCHI Milan, ITALY

Name	Company	Position
Bruno Bertelli	Publicis WW	Global Chief Creative Officer Publicis WW
Kate Stanners	Saatchi & Saatchi	Global Chief Creative Officer
Manuel Musilli	Saatchi & Saatchi	Executive Creative Director
Elena Cicala	Saatchi & Saatchi	Associate Creative Director - copywriter
Fabio D'Alessandro	Saatchi & Saatchi	Associate Creative Director - Art Director
Camilla Pollice	Saatchi & Saatchi	Chief Executive Officer
Erica De Monte	Saatchi & Saatchi	Account Director
Laura Squintani	Saatchi & Saatchi	Account Executive
Rossana Coruzzi	Prodigious	Art Buyer _ Prodigious
Elisabetta Travet	NA	Illustrator
Ignazio Morello	Saatchi & Saatchi	Video Creative Coordinator
Fulvio Rossetti	Prodigious	Video Editor _ Prodigious
Antonio Fazzari	FATER	General Manager and Chief Operating Officer
Carlo Miotto	FATER	Baby Care Associate Director
Serena Brandi	FATER	Brand Sustainability Manager
Alex Castelli	FATER	Baby Care Group Brand Manager
Pier Paolo Bianco	FATER	Baby Care Assistant Brand Manager

Why is this work relevant for Brand Experience & Activation?

Thanks to the world's first plant that recycles 100% of nappies, we created the first children's book made from used diapers. The book, sent to those families who collected nappies, allowed them to touch their own contribution and encouraged people to continue to play their part in this new way of recycling.

Background

Diapers are one of the most polluting wastes in the world. Each one needs more than 400 years to decompose. The brief was to encourage an entire nation of parents to get involved and play their part: recycling their children's used diapers. The challenge for Pampers, as the market leader of this product category, is to reduce the diapers waste while creating a virtuous circle that helps children and parents understand the importance of recycling.

Describe the creative idea (20% of vote)

"Lino’s new life”: the world's first children's book made from used diapers that teaches children and parents the importance of recycling.

Describe the strategy (20% of vote)

The project is aimed at families with children 0/3 years old. We have involved our target with a network of special bins and supporting materials placed where they buy or change nappies: i.e. outside shopping centers, supermarkets, parks and close to nurseries. We sent the book to all the families who used the "Pampers New Life" app that allowed them to throw nappies of all brands into the bins and receive a discount coupon on Pampers products. We asked people to help Pampers rewrite the story of every diaper giving a new life to each of them.

Describe the execution (30% of vote)

Through a new smart bins network, we have collected over 1 million of used diapers in the first year of the project. We brought them to the world’s first plant created by Pampers to turn used diapers into cellulose. With the paper obtained from the plant, we printed 10,000 books that we sent to families.

List the results (30% of vote)

From 1 million used diapers we obtained 48 tons of paper. 60 tons of CO2 emissions, the equivalent of a 4,000 trees park, were avoided. The project managed to grow both the category (+17% volume) and Pampers share (+24% volume) where the bins were placed. This project will allow Italy to eliminate 3 landfills from the Country every year. Touching their own contribution to the project through the book, children and parents understood the importance of recycling and became more and more involved in changing a daily habit. volume) where the bins were placed.

Please tell us how the brand purpose inspired the work

The purpose of Pampers is to ensure that babies and families have the brightest future in a changing world. "With love we change" is how Pampers signs all its campaigns. Pampers decided to change too: reducing diapers waste to leave children a better future.