Disposable singleuse diapers made of plastic account for up to 4% of all waste in Europe, USA and Australia. Our vision is to start an international movement where disposable plastic diapers is a nogo and alternatives made by cotton, hemp, bamboo and wool are an informed and natural choice for a new generation of parents. Starting in Denmark we want to develop a campaign strategy and a scalable prototype. The Nordic fashion style of natural materials and wild beauty can and does appeal to urban mothers all over the world – and from here it can spread.