Our task was to bring to life Pamper’s benefit of superior absorbency so babies can get better sleep. Instead of communicating the benefit ---we demonstrated it. Numerous studies worldwide have scientifically proven that white noise has a sleep inducing effect on babies. This is because it mimics the womb noise that babies are used to hearing. And it filters and masks distracting noises. People around the world have been using white noise machines to sleep better. But these 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.

PAMPER ZZZ 99.1 FM - The first radio station that airs nothing but static to give babies a sound sleep.
We turned radio sets into white noise machines by finding a radio frequency no one owned, that aired nothing but static. And simply branded it.