Pampers Village

Client: Pampers

In 2024 Pampers launched the Parenting Observatory, a study involving over 3,000 parents with children up to 6 years old and prospective parents. The findings revealed that many parents - especially in the very first months of a child’s life - experience widespread feelings of loneliness, inadequacy, and a strong need for reassurance and connection.

Building on these insights, in 2025 Pampers chose to support families during the earliest stages of parenthood by turning the digital community built around “Pampers Village” (within the “Coccole Pampers App”) into a travelling physical village. The project was designed to connect families within their local communities and provide concrete support throughout a child’s first 1,000 days of life. The Village offered a dedicated space for sharing experiences, exchanging perspectives, and receiving guidance from experts. SEC Newgate Italy supported Pampers in the design and execution of the project’s media strategy at both national and local level, starting from its launch in Milan.