Pampers Ninjamas
Journal Design
As part of Pampers Ninjamas' Back-to-School campaign, I designed a Confidence-Building Journal aimed at supporting children who experience bedwetting. Developed in alignment with the brand’s broader comms strategy, the journal was created to be both informative and engaging - helping to build confidence in kids while normalising conversations around bedwetting.
Working closely with a specialist doctor, we ensured the content was both age-appropriate and psychologically supportive. The design balanced a playful tone with expert-backed messaging, featuring interactive activities such as a 'Feelings Potion,' a customisable "Worry Monster," and practical tips for parents to better support their children. The goal was to create a tool that felt approachable and empowering for kids, while fostering open dialogue between children and caregivers.
The journal was promoted through a network of parent influencers, who created dedicated social media content to share the resource with their audiences. It was also distributed across major retailers as a value-add when purchasing Ninjamas nappies, extending its reach and impact during the campaign.
Following the journal’s success, a follow-up booklet was developed to accompany the Ninjamas Confidence Boosting Workshop, an event held during Children’s Mental Health Awareness Week. This workshop formed part of the brand’s broader PR and communications strategy, providing an interactive, in-person experience designed to further support children’s emotional wellbeing and confidence building.
