creative director > art direction & design
Rump-a-Rooz Reduce Your Carbon Buttprint
Integrated Ad Campaign
Many new and expecting moms don't think about using cloth diapers because they believe that they will be too much trouble, and aren't aware that each child goes through 6,000 disposable diapers during their potty training years. This campaign brings awareness to the fact that 18 billion diapers are dumped in landfills each year, and that by committing to using cloth diapers will have a significant impact on the environment.
Target Audience:
Digital Dependents - Young Active Moms 25-29, with a middle class income ($35-49k) who value purchasing natural and healthy products for their growing family. These women are very active, filled with energy and have a busy social life with other young moms. They are extremely committed to living a natural and organic, environmentally conscious, healthy lifestyle.
Key Message:
Commit to Cloth.
Insight:
Most people don't realize the volume of disposable diapers that each child goes through during their potty training years.
