Fazzari (Fater): "Pampers inizia dall’ascolto, primo pilastro programma People First"
(Adnkronos) - "Il team di Pampers è partito dall'ascolto che è il primo pilastro di un programma che noi chiamiamo People First”. Così, Antonio Fazzari, general manager and chief operating officer Fater, alla IV edizione degli Stati Generali della natalità, organizzato da Fondazione Natalità a Roma
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00:00How did you come up with the idea of this project?
00:04It's a project we've been working on for a long time,
00:07so we're very happy to present it here, in the right place.
00:10The Pampers team started from listening,
00:14which is the first pillar of a program we call People First.
00:17You can't do People First if you don't start listening.
00:20So what we thought we'd do is listen to parents in Italy.
00:25We created a real observatory in collaboration with our partners at Eometra.
00:30In this observatory, we connected a community of parents
00:34with a group of experts in the medical, psychological, pedagogical and social fields
00:40to probe the needs and tensions of parents in Italy today.
00:48The picture that emerges confirms some things,
00:51such as the concerns on the socio-economic side,
00:54low income, precarious work, especially on the female side,
00:59but it also gives rise to opportunities in the psychological and cultural side.
01:04Italian parents have told us about a bit of psychological loneliness,
01:09a sense of inadequacy,
01:11a bit of performance stress compared to a perfect parent model
01:16that they can't reach.
01:20In the end, what they ask us is to be helped through a positive ecosystem
01:25through companies and communities,
01:28and to give them answers.
01:30We were inspired by an African proverb
01:34that says that to raise a child you need an entire village.
01:38We at Pampers want to help create this village.
01:41The activity we're launching is called Pampers Village.
01:44Thanks to this observatory, we'll gather a lot of information,
01:48a lot of answers about these parents' needs.
01:51Pampers Village is already a digital platform
01:54that's available in our Pampers app, called the Kokkole app,
01:57which is widely distributed.
01:59Two-thirds of parents in Italy have it.
02:01There you can find free psychological advice,
02:06information for parents,
02:08but we want to make it bigger,
02:10and our digital Pampers Village will also become a physical village.
02:15We can't wait to take it around Italy.