PAMPERS ARABIA REMINDS US #HOPEISBORN EVERY SINGLE DAY

“Moments after the Beirut explosion, a little ray of light was born. Little George, you have reminded us that every baby coming to this world is a beacon of hope. Thanks to you and babies around the world, #Hopeisborn every single day,” Pampers Arabia captioned its Beirut relief initiative released in video form on August 31. The brand stepped up as a force for good in the aftermath of the blast, using its voice to spark hope through the story of baby George and donating over 1 million Pampers diapers to babies in Beirut, the city’s beacons of hope. George’s mom went into labor right before the hospital was hit by the explosion but he was determined to make it despite everything, delivered under the culmination of lights coming though the nurses’ phones. His story was an inspiration that needed to be shared, so the brand joined forces with Leo Burnett in creating a film to welcome him to the world not only as a baby but also as a symbol of promise.

Breast Cancer Awareness Month has always been a chance for brands to join the conversation and creatively raise awareness on the importance of regular early checkups. But with the trend of comparing women’s breast to all kinds of objects, from burger buns to aircraft parts, becoming a vu et revu standard through the years, is it time to detach from this recycled tradition to explore new awareness ground? Agency professionals do spend a lot of time coming up with these occasion posts but then again joining the conversation on every international occasion in an oversaturated social media landscape, albeit with good intention, has started to dilute the meaning of these occasions in a way or another [not to mention becoming a dreaded repetitive task for creatives]. Sometimes a simple tagline or thoughtful message is enough to connect with the audience and get the idea through like the approach what creative agency CIRCLE took this year. Instead of going with the flow of content as a robotic habit, maybe brands need to start narrowing things down a little and pick their battles according to what goes with the core attributes of their online persona.