#Pootraits

60% of parents believe the way diaper duty is depicted in the media and advertising is false. Filled with smiles and squirm-tree oodles when in reality, diaper duty can really... stink. 

So Babyganics decided to change this perception by introducing Pootraits - a 360 campaign to celebrate the unsung (and unseen) heroes of diaper changing time. Built around the launch of Babyganics' Triple Dry Diapers, the campaign challenged the perception of perfect parenting by uniting parents and caregivers across the country around one stinky truth.

The multi-channel campaigns aim was to show what really happens during diaper duty by encouraging changing-time heroes to share their real diaper duty reactions using #Pootraits to curate an online gallery.