Pampers Launches “Share the Love” Campaign After New Survey Reveals 9 out of 10 North American Moms Worry They Are Not Doing a Good Enough Job

Over two thirds of Canadian mothers doubt their abilities, inspiring Pampers to leverage research to turn self-criticism into self-compassion

TORONTO--()--Moms put everything they have into loving and caring for their babies. However, in a new Pampers survey conducted among North American moms, 9 out of 10 worry they aren’t doing a good enough job. On top of that, over two thirds (69%) of Canadian mothers say they doubt themselves or experience negative self-thoughts. To help turn this self-criticism into self-compassion, Pampers is launching “Share the Love” – a movement that empowers moms to rethink internal dialogues and come together to celebrate their extraordinary role in their families’ lives.

“At Pampers, our mission is to encourage moms to extend more compassion and acceptance to themselves, because helping moms focus some care inward contributes to the happy, healthy development of their babies,” shares Andrew Schulten, Vice President and General Manager Baby Care North America, Procter & Gamble. In fact, 62 per cent of Canadian mothers feel overwhelmed and distressed when they experience self-criticism and more than half (58%) don’t think there’s enough importance placed on post-partum mental health. Pampers “Share the Love” aims to foster a supportive online environment where mothers can build one another up – acknowledging that support is essential in helping parents achieve their best.

While almost all (99%) mothers say feeling love from their child helps them think positively, Pampers’ research shows most Canadian mothers (97%) agree it is important to have a strong support system in place. To bring “Share the Love” to life Pampers has partnered with Canadian Actress, Entrepreneur and new mom Shay Mitchell to fuel the discussion and encourage mothers to share their personal stories and help create a community of encouragement online.

“I’m learning that while motherhood is the most incredible experience it’s not always easy and I know I can be really hard on myself sometimes,” said Shay Mitchell. “I often worry about being ‘good enough’ as a mom, and if I listen to myself for too long, it can take away from the joy of the moment. So, I’m striving to be kinder to myself and to try to see myself through my daughter’s eyes. That’s why this Pampers 'Share the Love' campaign is so important - I want to empower other moms and remind them they are strong, beautiful and loved.”

Pampers is asking everyone to #ShareTheLove with a range of tools across social media platforms designed to make it easy to show support. The campaign is driven by data which shows 71 per cent of mothers agree that receiving daily positive affirmations from other mothers would encourage them to think more positively about themselves.

To join the movement, use #ShareTheLove and #LoveTheChange on Instagram and Facebook and share your own words of encouragement with moms across Canada. For other helpful parenting resources, follow @PampersCanada and visit

About Pampers®
For more than 50 years, parents have trusted Pampers to care for their babies. Pampers is a part of The Procter & Gamble Company (NYSE:PG) and is the #1-selling diaper worldwide. Every day, more than 25 million babies in 100 countries around the world wear Pampers. Pampers offers a complete range of diapers, wipes and training pants designed to provide protection and comfort for every stage of baby’s development. Visit to learn more about Pampers products, join the Pampers Rewards program, and find ideas and information to help you and your baby ‘love the change’ together.

About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

About Survey
From January 13th to January 16th, 2020 an online survey was conducted among 510 Canadian women who are currently pregnant and/or are parents to at least one child aged 4 or younger. Respondents are members of the Angus Reid Forum. For comparison purposes only, the sample plan would carry a margin of error of +/- 4.34 percentage points, 19 times out of 20. Discrepancies in or between totals are due to rounding.

The survey that reveals 9 out of 10 North American moms worry they are not doing a good enough job was a separate survey conducted by Pampers.


MSLGROUP (for Pampers)
Erica Moon, 437-222-5762

Release Summary

Pampers launches new campaign "Share The Love" to uplift moms and provide support for each other when they need it most.


MSLGROUP (for Pampers)
Erica Moon, 437-222-5762