With inflation at record highs, 1 in 5 Toronto families cannot afford diapers, creating an invisible barrier that keeps children out of daycare and parents out of work.

To make this unseen issue impossible to ignore, Baby Love turned it into a real one. During Diaper Need Awareness Week, a giant diaper barrier was installed in the heart of downtown Toronto, stopping thousands of commuters in their tracks. The result was both awareness and action, driving a 575% increase in donations, 10M earned impressions, 30% growth in donors, and support for 406 families.

Group Creative Director - Jon Lane

Creative Director - Andrew Parsons

Copywriter - Saf Kamani

Designer - Jess Beattie