Pampers Launches Parenting Support Project; First Initiative: "Outing Support"

Pampers, the infant diaper brand of Procter & Gamble Japan (P&G Japan), launched the "Your Way of Parenting is the Best" project to support parents nationwide in their child-rearing journey, holding a press conference in Tokyo on January 21. Since introducing disposable diapers to Japan 43 years ago, Pampers has supported baby growth and parenting through activities like launching products for hospitals and maternity wards, and providing diapers and wipes during disasters.

The project's first initiative supports "moms and dads going out with their babies."
The company surveyed 1,000 parents of children aged 0-3 about childcare outside the home ("House-Outside Childcare"). Results showed 90% find it challenging, and 60% feel anxious about going out with their children. Furthermore, 40% have experienced difficulties due to a lack of diaper-changing stations or baby care rooms at destinations, expressing a desire for their installation at train stations and roadside stations.

Japan Baby Care Associate Brand Director Atsuo Seto stated, "Installing diaper changing stations and baby rooms in public places is an area where we can contribute," announcing a partnership with the National Roadside Station Association. He revealed that installations are currently scheduled for four roadside stations in Gunma, Ibaraki, Fukuoka, and Okinawa Prefectures, with a goal to install 100 units nationwide by the end of the year.
Mr. Seto stated, "We want to support moms and dads who feel inconvenienced by the lack of facilities while out and about. We plan to expand installations to various public facilities and create an environment where parenting can be enjoyed."

Mr. Seto (left) and Mr. Abe

There are approximately 1,100 roadside stations nationwide (as of June 2019), serving 200 million visitors annually. Satoru Abe, a director of the association, stated, "Only 50 roadside stations nationwide, or 4% of the total, currently have baby corners. We aim to collaborate with this project to increase the installation rate to 50% by 2025."

At the announcement event, comedian Hirohisa Ota of the trio Jungle Pocket and model Chihiro Kondo, a married couple, discussed parenting. Both are currently juggling childcare as parents of two children.
Kondo shared, "Before, it was just my eldest daughter, but now I have to care for her while holding my younger daughter. It's become harder to go out." Ota added, "When we go out as a family, if there's no changing table, we have to use the multipurpose restroom. Even if women's restrooms have changing tables, dads can't use them, so lines form at the multipurpose restrooms. Dads must also wish there were restrooms dedicated to children."

Upon hearing about the project, Ota welcomed it, saying, "Pampers really took the lead on this. Going out can feel like a hassle sometimes, so it's wonderful and incredibly appreciated that more places are getting the facilities ready." Kondo also commented, "We often get comments on social media from moms and dads who are struggling. I sincerely hope this project helps create an environment that makes childcare just a little bit easier."

On the project's official website, users can tap the Pampers Heart button to show their support. When 10,000 hearts are collected, 500,000 diapers will be donated to infant care centers and nurseries. The project is also collecting stories of "#MyStyleParenting" – how moms and dads practice or envision parenting in their own way.