Zero Year Old Mums

Dear 0-year-old mum,

There are small babies.
Big babies.
Crybabies.
Wild babies.
There are babies who still haven’t started crawling.
Babies who already talk.
If there are a hundred babies, there are a hundred personalities.
So there is no need to worry that your baby may be different.
It’s natural for us all to be different.
There is no perfect baby.
So there’s no perfect mum.

It’s okay that you may not find an answer from the beginning.
A baby is a new life for everyone.
Do your best.
Smile.
And let’s have more fun.

This simple composition, tied to an extensive social media campaign, has helped Japan’s leading premium diaper brand tackle the growing issue of post-natal depression among a growing population of older mums.