Daio Paper Corporation: From mother’s bags to family bags

Daio Paper Corporation, a nappy brand, used the launch of its new nappy as an opportunity to address childcare-related societal issues such as gender inequality and solo parenting in Japan.

Overview

Tokyo-based Daio Paper Corporation used the launch of its new diaper as an opportunity to address chi dcare-related societal issues such as gender inequality and solo parenting.

Taking the rare step of using a male celebrity in a diaper commercial, the diaper manufacturer presented ideas that overturned the notion that only mothers should care for babies.

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