Together with moms across China, Johnson’s Baby set out to encourage a new way of parenting – DADICATION. The campaign kicked off with ALMOST TOMORROW, an emotional web film that led to a social movement.

The movement kicked off with “Almost Tomorrow”, an emotional web film about an ordinary working father. While he’s busy supporting the family, he’s not actually there with them. When the weekend finally arrives, a moment with his son changes him forever. In that moment, the father puts family first before anything else.

The film led fathers to an H5 site, where they could pledge their dadication, and share a moment of bonding with their child.

32.2M

VIEWS FOR “ALMOST TOMORROW” FILM

12.3K

SOCIAL PLEDGES MADE

89.7M

SOCIAL IMPRESSIONS

THE MOST SUCCESSFUL BRANDED CONTENT IN JOHNSON’S BABY CHINA HISTORY.