Pampers
TXTperts
Parenting isn’t just about bottles and diapers. It’s about confidence, trust, and the reassurance that you’re not alone.
In Nigeria, many mothers lacked that reassurance. With little internet access and low television coverage, new parents had almost no reliable source of information. Pampers wanted to change that by sharing guidance on baby care, hygiene, and the benefits of disposable diapers.
Our research revealed a surprising truth: while many Nigerian households had limited access to television or the web, they had more mobile phones per family than the average household in Europe. But these phones weren’t status symbols or gadgets for entertainment — they were practical lifelines, used daily to connect, to organise, and to solve problems. We realised that if Pampers could embed itself into this existing behaviour, it could reach mothers in a way that felt natural and empowering.
The solution was TXTperts — a free SMS service where mothers could send any baby-related question and receive an immediate answer. We built a database of over six hundred answers and spent months training the system to recognise the many different ways questions could be asked, ensuring that every query received a relevant response.
Agency
StrawberryFrog
Role
Senior Art Director
Responsibility
Concept and Art Direction
Approach
To spread the word, we placed posters and phone cards in clinics and played jingles in maternity wards, reaching mothers at the moments they needed support most. Adoption quickly grew. What mothers received in return wasn’t just information, but reassurance – a sense that their concerns were valid and that Pampers could be a trusted partner.
The response was overwhelming. TXTperts became more than a service; it became a lifeline. By transforming a simple text message into a channel of trust, Pampers reached families where traditional media could not and built bonds grounded in care, respect, and shared values.
