The Challenge
Pampers needed to prove leadership in sustainability while tackling one of their biggest environmental pain points: diaper waste, without losing consumer trust or convenience.

The Solution
A city wide pilot combined smart collection bins and a bilingual recycling app to make participation effortless and turned a major waste challenge into a proof point for Pampers’ sustainability commitments.


I was brought in to help shape the pilot in Amsterdam, from strategy through creative execution, making recycling part of parents’ daily routines. Twelve smart bins were placed across diverse neighborhoods in high traffic locations such as Etos drugstores and daycare centers, supported by a bilingual app that made participation simple.

The pilot proved highly successful with more than 400 families recycling over 100,000 diapers and generating 4,500 kilograms of secondary raw materials. Seventy eight percent of participants recycled weekly and 92 percent rated the program positive to very positive, laying a strong foundation for Pampers’ sustainability leadership.

Team: Man Yong Toh, Fabian Hupfauf, & Alta Rezazadeh