We had to communicate Pampers’ benefit but we decided to demonstrate it instead.

White noise is an audio signal that numerous studies worldwide have proven to have a sleep inducing effect on babies and adults because it mimics the womb noise that babies are used to and it filters and masks distracting noises.

For years, people all around the world, have been using white noise machines to sleep better.

Unfortunately white noise machines are too expensive for the average Filipino mom.

However, white noise can actually be heard for free. Because radio static, is in fact, white noise. And 90% of households in the Philippines own radio sets. So we turned their radio sets into white noise machines by finding a radio frequency that no one owned, that aired nothing but static, and simply branded it.

Pampers 99.1 ZZZ FM. The first radio station to air nothing but static to give babies a sound sleep.

Pampers ZZZ 99.1 FM got mothers and their babies listening. And mothers started sharing the campaign online, increasing online engagement for Pampers Diapers by 2011% during the campaign period. Doctors started listening too.

But amidst all that, one thing stood out – Pampers 99.1 ZZZ FM transformed over 25 million radio sets into white noise machines, just by airing nothing and for the cost of almost nothing too.

Not bad for a campaign that put its audience to sleep.